While I know that bears and wolves can be scared off by, say, a burning stick, wouldn't they also know that a fire indicates there are humans who either have food or might be eaten themselves?
No, not necessarily. In the wild, fires are commonly caused by lightning and other natural causes, rather than by humans and are a cause for alarm rather than "food".
Having said that, there is the chance, for food from animals fleeing the fire and once the fire has passed from animals that are wounded. There are even animals, such as the Australian firehawks (actually 3 species), that have learned how to pick up burning sticks and spread fire, so as to get more prey. From the Australian Geographic link above:
According to the study, these firehawks— the back kite, whistling kite, and brown falcon— pick up smoldering grass and sticks from raging bushfires and transport them up to a kilometre away.
“The imputed intent of raptors is to spread fire to unburned locations – for example, the far side of a watercourse, road, or artificial break created by firefighters – to flush out prey via flames or smoke,” the researchers explained.