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Video: Burgers Wrapped in Edible 'Paper' at Bob's in Brazil

Robyn Lee 14 comments

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. More

Proposing The Burger Cognition Theory

J. Kenji López-Alt 32 comments

While the Pizza Cognition Theory might state that "the first slice of pizza a child eats becomes, for him, pizza," I propose a similar but distinct Burger Cognition Theory: "The best burger a person eats becomes, for him, the burger." More

Dear AHT: Brazil Makes the Best Burger

Dear AHT Adam Kuban 7 comments

Here's a nice reader email from São Paulo, Brazil: It's hard to say, but the best burger I ever ate was not in the U.S.. It was in São Paulo, in a place called St. Louis (burgers and dogs). There... More

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