Misnomers, misrepresentations: How can you have a house recipe if you don’t have any house? Words entirely disconnected from their meaning, deployed for the image they create and not the reality they (mis)represent. Eating an invisible brand.

The dangers of reliance on commodification. Individual benefit and collective failure — if all restaurants use Sysco products, there will be no differences between any restaurant. When all restaurants serve the same product, will we choose based on branding alone? The power of branding for fungible commodities.

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