You can travel up and down the country, and even across the world, but you can walk into any McDonald's, Burger King or Subway and still order your favourite treat.
The menu might differ slightly but many things will be exactly the same - including the logo, which will look identical whether you're feeling a bit peckish in London, New York, Thailand or Hong Kong.
And there's one thing the logos of most fast food giants have in common - the colour yellow.
There's the famous yellow McDonald's arches, the Burger King bun, the Subway 'WAY and the line in Pizza Hut.
Is it just a coincidence? Or course not.
It turns out there's a very clever reason for the colour choice.
Yellow can reinforce feeling of reliability and comfort - and that's exactly what fast food is.
Wherever you are in the world, you know what you're getting when you walk into a McDonald's restaurant.
Getty Images Europe
Marketing is about connecting with people emotionally; creating stories, tapping into their hopes, dreams and insecurities.
Colour plays a leading role in that, due to how people subconsciously process them.
Whether we are aware of it or not, colours have connotations and we make immediate judgements based on that. If you choose colours that are inconsistent with your message, you risk confusing your audience and weakening your brand.