Over in Brazil, a burger chain called Bob's (named after it's American Brazilian founder, tennis pro Robert Falkenburg) ran a marketing campaign that included edible paper-like wrappers for their burgers. The idea being that their burgers are so good that customers can't even wait to unwrap them before eating.
I'm going to guess it took a wee bit of convincing to get the customers to start eating burger wrappers, but they seem to be having a good time of it. You can see for yourself in the video below:
It's a bit jarring to watch people eating burger wrappers along with the burger. I don't know if people will think "Oh! Those burger's must be so delicious" but rather "Oh! That's so weird!"