Image & Reality

 It's tough when you don't have a kitchen and rely on pre-packaged food - Starbucks' Croque Monsieur looks good on the A-board but less so in the chiller.

All the chains have this issue - see Costa's challenge at http://greatcafes.blogspot.co.uk/2016/04/freshly-toasted.html - and it is the independent's greatest weapon if they have some on-site preparation.