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I was out looking for a sandwich for lunch the other day and found myself faced by two options; I could either go to the convenience store and pick up a pre-made sandwich or go to the deli and have one made for me.
The pre-made option sounds simple, but choice is usually limited to the imagination of the sandwich maker. Going to a deli to have a sandwich made offers freedom of choice, but I’d have to deal with queues of people trying to make up their minds about which ingredients they want (including me when I get there).
From the stores perspective, the pre-made option is easy – display what’s on offer and let the customer pick
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