To show that their burgers are so good customers can't wait to unwrap them before digging in, Brazilian fast food burger chain Bob's wrapped their burgers in edible "paper" as part of a recent marketing campaign. You can watch customers eat wrapped burgers in this video:
According to Kenji, this is what the burger looks like under the wrapper:
...Euh. Well. Maybe the edible wrapper makes them taste better.
About the author: Robyn Lee is the editor of A Hamburger Today and takes many of the photos for Serious Eats. She'll also doodle cute stuff when necessary. Read more from Robyn at her personal food blog, The Girl Who Ate Everything.