So, you’re queuing up at McDonald’s, and while doing so, you scan their menu from left to right, up and down. It all looks so good, you tell yourself. The moment is impending. The anticipation builds, as does your hunger. As you approach the till, you take one last glance at the menu, but there’s no point – your mind is already made up. You know exactly what your order is: “Hi, can I have a Big Mac meal please?” You ask the man behind the counter. “That will be £3.82 please.” He replies. You hand over the coins, and in exchange he places a tray in front of you. The next 3-5 minutes are as follows: first, he pours you your drink. Then, he scoops up your fries. Finally, he collects your boxed-up hamburger together with sachets of ketchup, and before you know it, you have one Big Mac meal waiting in front of you, ready to be devoured. More on the reverse.