For my opinion, the concept is a person holding walking away with a bowl of soup chili on his hand. The person is not walking toward because the headline is stretched away. The headline is big and bold so it draws attention from readers.

For improvement, i think that the image right now is symmetrical except for the headline and the copies on the left and right. You should move the headline a little bit to the right. Also, you can balance the copies on the top.

Sorry for this late comment.