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A term referring to the convergence of fast food chains like McDonald's, Taco Bell, and Starbucks on a similar design language, eliminating distinctive architectural styles like specific roof slants, local theming (such as that which used to be employed at the Dallas Zoo McDonald's or the Chicago Rock and Roll McDonald's), elements which only appeal to kids (like the McDonald's PlayPlace), and the limiting of color palettes to largely consist of black, white, brown, and gray.

While some believe it to be a conspiracy to make stores less inviting to decrease time spent inside (thus increasing turnover), in reality, it is largely driven by market forces. By appearing less "fun," it becomes less appealing to younger audiences in favor of adults who have more disposable income, and (most importantly) it means the underlying property can be flipped more easily. By ensuring that the buildings no longer retain a distinctive corporate affiliation after the branding is removed which would require expensive renovations to eliminate or neutralize (such as the iconic roofs that top many former Pizza Huts), they are more easily resold to a wider variety of businesses should the location become unprofitable or a franchisee wishes to exit with no new franchisors lined up to take over operations.

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