During Ramadan, fasting Muslims would order their meals earlier and wait for the time to break fast. As for non-fasting Malaysians, they would choose to eat at different places, different times. Burger King wanted Malaysians to dine together in the same place during the fasting month. We turned to an all-familiar medium – the trayliner. And The BK Ramadan Trayliner was born. It brought everyone under one roof to celebrate the spirit of patience and respect with two easy gestures! Fasting customers could unfold them to cover their meals as they wait to break fast. A story about patience was featured to inspire them. Non-fasting customers could place them upright over their meals as a gesture of respect. As they eat, they could read a story that touts the values of respect.