The “JOE’S RHETORIC: FINDING AUTHENTICITY AT STARBUCKS” reading inspired this photo of the interior of a “Five Guys” burger joint. Many of the same principles that are discussed in the reading, regarding the way Starbucks is perceived, can be seen in this “Five Guys” restaurant. For one, the red and white alternating square design is referencing classic burger joints as well as classical style picnic clothes, etc. Many people associate “classic” things as postive because of nostalgia. The restaurant also features bags of potatoes & peanuts for snacking on. However, the peanuts are not only for snacking on, as “Five Guys” prides itself on the fact that its fries are cooked with 100% peanut oil. So a similar situation is happening between the peanuts & potatoes in “Five Guys” and the coffee beans in a Starbucks. Having the raw ingredients displayed in the open, allows customers to perceive the food as being made fresh. It also encourages customers to think about the process of cooking the food- the slicing of the potatoes, the frying in peanut oil, etc. There are many other aspects of this restaurant that are adding to the way customers perceive it. A few include Coca-cola machines, signage, & newspaper clippings.