That's what I was hinting at "something you are familiar with" and "effort to transact". People hopping off the highway for a quick stop with their family don'

That's what I was hinting at "something you are familiar with" and "effort to transact". People hopping off the highway for a quick stop with their family don't want to mull over SlopBowl's menu for 10 minutes, even if it's better quality... they know if they roll into a McD, they can grab a happy meal and the kid won't complain.