People get tattoos of a burger chain's logo.
Not many people. But more than zero, which is already more than any burger chain should expect.
They put the sticker on the truck. They wear the shirt. When someone moves out of state, the thing they say they miss is not the weather.
Now hold that next to what the product actually is. A burger, fries, and a drink, sold from a building next to a highway, at a price similar to every other burger sold from a building next to a highway.
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The food is good. It is not magic. You could blindfold most people and they would struggle to defend their loyalty on taste alone.
So what exactly are they loyal to?
The answer is worth real money, and it is the most underrated asset in American business.