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.
'brazil' on Serious Eats
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."
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...