Consumers have long demanded fresh ingredients in their restaurant choices, and that’s exactly what Wisconsin-based Culver’s grills up in its latest TV spot. But through research we know that not everyone understands the extent of Culver’s fresh ingredients and what exactly “cooked-to-order” means.

In response, Culver’s new TV spot puts its cooked-to-order promise on full display. The ad showcases co-founder Craig Culver surprising actual guests by inviting them back to the kitchen to see their fresh, delicious ButterBurgers being grilled up close, immediately as they’re ordered. Real ingredients, real people and the real ButterBurger-making process were all at the center point of the spot.

As one excited guest explains, Culver’s cooked-to-order promise means everything is “totally fresh, made to order, the way that you want it.” In other words, every ButterBurger is grilled and hand-seasoned from scratch, one patty at a time, only after it is ordered—not prepared ahead of time. Culver’s guests can also customize their ButterBurger to their liking, choosing from a menu of fresh toppings and ingredients like real Wisconsin cheese, crisp lettuce and ripe tomatoes.

All Culver’s ButterBurgers use fresh, never frozen, 100 percent Midwest-raised, grain-fed beef from three cuts: chuck, sirloin and plate. Served on a lightly buttered bun, guests can order ButterBurgers in the form of Classic, Cheddar, Deluxe and the popular Mushroom & Swiss.

“There are few brands that could invite cameras back behind the grill of their restaurant to showcase the real way the food is made—and be proud of it. Our food is just that freshly made and delicious,” says Julie Fussner, vice president of marketing at Culver’s. “We had a blast watching Craig surprise guests from behind the counter and show them exactly how our ButterBurgers are made at every single Culver’s restaurant across the country.”