Predictability
First is predictability. Customers of McDonald's can predict the food menu: you'll find the same Big Mac in California as you would in New York. The building, the decorations, and the uniforms are also usually the same. Likewise, other industries are becoming increasingly predictable.
Most of the shopping malls across the country have the same stores. Popular fiction is 'rebooted' over and over again in all kinds of media. Many popular websites even have the same basic layout. Consumers seem to love predictability. They like knowing what to expect and what to do in any situation.