According to Eric Shlosser, Unifromity is the way a franchise attempts to maintain the same service as well as the same product in all of its various locations.(pg5)  Uniformity is of the utmost importance comments, Ray kroc.”We have found out … that we cannot trust some people who are nonconformists, and “We will make conformists out of them in hurry… The organization cannot trust the individual; the individual must trust the organization(pg5). The rationale for this is provide to the patrons a sense of reassurance and regularity ; a “brand essence”. Since more than 70 percent of restaurant trips are impulsive, the customers should feel like they can expect the same service and product that they had in New York  City to be comparable with the one they have in Dallas. Uniformity is also useful in the kitchen area. As the workers obey specific standards to complete one task the food looks and tastes the same.