I'm not sure how easy it is to make out in that photo above, but it's a tabletop grill with a bunch of shredded cheese in the middle, waiting to melt. The idea was to take some of those surrounding chicken wings and dunk them in melted cheese (or rather, it was more like wrapping it in the cheese given how thick it was, making it more like a raclette than a fondue). Yeah, it's an unnecessarily tacky gimmick, and the cheese powder on the sides was rather off-puttingly sweet and processed too. One really should stick to Goobne's original instead.
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