Don’t say “cheese burger”. Say “Juicy beef Charolais, aged Cheddar melted for 12 months, smoked secret sauce”.
Use sensory adjectives: Crispy, Melting, Creamy, Spicy, Fresh, Artisanal, Braised.
Tell the origin. “Tomates de Marmande”, “Poulet fermier du Gers”. This justifies the price and reassures on the quality.
Nostalgia. “Apple pie like Grandma’s,” “The taste of childhood.” Emotion sells.
Avoid incomprehensible technical jargon (“low-temperature cooking 63°”) unless you explain it (“for ultra-tender meat”).
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