That the store is 'No brand burger' does not mean that there is no branding.

There is even a clever slogan: "Why pay more? It's good enough!"

The punctuation is mine. I love to yell!

And indeed it is good enough, and cheaper than, say, Burger King, or 'What the Burger!'

I'm not sure if this punctuation is mine or theirs. They don't have exclamation marks in Korean; they are assumed. Koreans yell everything.

Or maybe just my wife does.

The punctuation is hers.

I walk into the NBB and order from the screen. I put my card in to pay, and after a couple of seconds, the machine flashes "IT'S TAKEN CARE OF!". I look around, expecting to see someone waving benevolently, having payed for my meal. But there are only a couple of students in the restaurant, all absorbed in their lunches.

I realize it is just a poor translation for "Transaction complete." They are trying to make it sound like casual English, this is their brand, after all. I have just payed for my own meal, and it makes me feel dirty.

I sit at a table. There is a couple at one table, talking, and two other students, each sitting alone, each slowly nibbling at their meals as they look at their phones.

I am listening to a podcast, so I just stare at the wall.

I chuckle at something, and then I realize I am just staring at a wall and chuckling, and become self conscious.

I don't want to be Puddy on the plane in the Vegetable Lasagna episode of Seinfeld.

I pull out my phone an pretend to look at it so that I am not just staring at the wall.

My food comes. On the tray and the wrappings they have assume my punctuation! Its good enough!

The ketchup at 'No-Brand Burger' is 'Brand' brand ketchup, and I think someone is just having me on now.

"Look at this," I say to the girl at the next table, showing her the Brand ketchup, but she is busy pulling her table towards her. Not pulling in her chair, but pulling the table towards her! And I am the weird one for showing her my ketchup?

"It's good enough!" I shout at her, and a man comes out of the kitchen and asks me to leave.

I'm satisfied with the whole interaction and promise him a great review on my blog.