To better understand this, you would need to go to a trip to Japan.
Many restaurants provide 1:1 3D models of all their served meals.
Creating food replicas is a very prosperous bussines in Japan. Basically, they are the best in the world in this field. The replicas are so real, you have hard time to distinguish a real and a fake. Many will agree, it is good to see what they will bring you to eat.
This foodie iPhone venture is probably just some pocket money bussinnes for them )).