Now here’s how you sell a steak. A Russian steakhouse called Double Grill and Bar used no less than men dressed as chefs, armed with flamethrowers, to char-grill an entire billboard with a photo of a raw cut of meat. After the billboard was extinguished, the steak appeared to be perfectly cooked.
Passersby had probably looked at the billboard with disdain when they saw the raw meat, must have been salivating at the site of the finished product. All that was needed was a chilled frothing jug of beer to go with it.