Plate coverage refers to the apparent volume of food received by a customer for a given cost. From one online journal:
"Since a serving of curlicue fries inherently includes a large volume of air, it appears larger than a like weight of conventional french fries. For example, the plate coverage provided by four ounces of conventional fries may require only three ounces of helical fries. This differential can be translated into higher profit margins for the retailer or can be passed on as more generous servings to the consumers."