How do you make food photographs that sell the dish?

The photo sells when the dish, the size and the table are recognisable, and someone can order without asking what it is. A crop so tight you cannot tell if the portion feeds one or two does not sell. Pick the dish the floor recommends when someone asks what is good, and photograph it as it leaves. In Madrid a texture close-up goes up and the guest cannot tell the dessert from the sauce on the main. That dish's hero shows the portion, the crockery and a little of the table, ready to open the menu.