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How They Make Burgers Look Perfect In Ads

By Chad Upton

It’s rhetorical and cliche, but why doesn’t the food you order ever look like the food in the picture?

I’ll bite — it’s because your food took a few minutes to make and the food in the picture took a few hours to style. Yes, style.

I’ve rounded up some videos that show you some of the secrets of food advertising. The first video is about burgers and it’s pretty old, but still relevant.

The next video is about pizza and it’s part of a current Domino’s promotion to send in pictures of your pizza for everyone to see.

It’s a pretty well known fact that what you see is not what you’re going to get. But, Burger King recently canceled an advertisement where they misled viewers about the size of the burger. After watching these videos, it’s no surprise how they do it.

If you want to see a nice set of side-by-side photos of what they advertise and what you get, click here.

If you are reading this post on a device that does not support videos, I’ll tell you a bit about what they contain.

The burgers are cooked very little. To make them look grilled, they are brand them with thin skewers. Then they apply food dye for color. A layer of cardboard is placed on the bottom bun so the bun doesn’t get soft. The burger patty is split on the back side, so it can be widened from the front view — this makes the burger look larger. Vegetables are piled on top of the bun and pinned in place so they don’t move. A small shot of condiments are added on the front of the burger (the side the camera is on).

The second video is all about making perfect cheese strings when a slice of pizza is removed from a pizza pie. They go through all of the cheese to make sure every piece is perfect and use a heat gun to perfectly melt the cheese around the star slice, this makes it very stringy when the slice is lifted. The rest of the pizza is screwed down, except for one slice, so the pizza doesn’t move when the one slice is lifted.