In the case of food and beverage, the “benefit” is the taste PLUS the experience.
When dealing with a “sensory” product, the more your images can visually convey the “senses”, the more the viewer will be able to imagine the experience and enjoyment of it.
However, a juicy burger with a frosty mug of beer in the background sitting next to a grill or someone eating the burger while sitting outdoors with friends will transform “That burger looks good” into “I gotta have that burger!”.
Even grocery stores like Vons understand that to attract customers, they have to show those “ingredients for life” being used in “real life” creating the experience, showing the freshness, eliciting desire for the product and the desire to purchase the product from them.
So, take a closer look at your own images… do they show (however subtly) the “experience”? Will potential customers not only say “That burger looks good” but also “I gotta have that burger!”? If not, you may be missing the “wow” factor.