Nothing special about the photography. Sometimes a macro lens was obviously used, but that's child's play. I think it's the presentation of some of the dishes, along with the fact that it has a very cookbook-ey look to it.
My buddies and I would do it to relieve tension in high school. We'd go into a typical sized bedroom, turn off the lights, and just go nuts with the pillows.
Aaaand, now I'm hungry.
And that was the gayest thing I ever said.