In an attempt to be "honest," Heart Attack Grill founder Jon Basso displayed a customer's cremated remains on Bloomberg's In the Loop with Betty Liu. Dressed in a doctor's white coat with a stethoscope draped around his neck, Basso explained that he was attempting to pull the veil off fast food's dishonest facade. "He died of a heart attack at my restaurant, and I am putting that bag clearly on the table," said Basso. "I wish that Burger King and everyone else will do the same thing."