There are many substitutes for eating fast food such as eating fruit, preparing food at home or fine dining. However, apart from grabbing for example a banana, these options would probably consume more time than if one chose to order a sandwich, hotdog or burger. In this case, substitute attractiveness would depend on the buyer’s willingness to substitute, meaning if the consumer is willing to buy some fruit instead of a sandwich. The attractiveness will also depend on the relative price and performance of the substitutes.