Encroachment

      In Eric Schlosser “Fast Food Nation” he mentioned  an important idea Encroachment that comes in chapter 4 stated like this “ As the American market for fast food grows more saturated, restaurants belonging to the same chain are  frequently being put closer one to another. Franchisees call the practice encroachment and angrily oppose it”. What this means is that the big corporations people who sell the franchise don’t care if fast food places are built closer one to another in the same city .The only thing they are worried about is to make an earning from the franchisees who own the restaurant. But this brings a big conflict between the franchisees; they are not making any money because of the competition. And they are very mad because they want to have their restaurant apart from the others.  In the other hand franchisees still have to pay the big corporation for the use of the franchise. The customers see the same name or another restaurant and they don’t care where the restaurant is located, if it’s closer its better for them.  They go in and eat this is because they trust the name .Eric calls this trust the bran essence. Silvia Bravo