Most of this thread is overlooking familiarity, consistency. Aside from regional/international differences, the mcdouble you order at home is gonna be exactly as the same as the mcdouble ordered 400 miles away. Your usual will be there. Many people aren’t gonna take a chance on Jeff’s Cafe on the road. Jeff’s Cafe doesn’t spend a billion dollars on ads to tell you they still have the same thing you ate a decade ago. People don’t want to spend as much time and effort as it takes to read Jeff’s menu, decide what sounds good, and then see if it matches their expectation.