This is being blogged here and there and people are suggesting that it is wrong. I have to say that I see nothing wrong with it at all – we don’t all want to drink Coke with our Big Macs, but we might drink some other drink if only we were offered one. It’s a simple case of suppliers (in this case, restaurants) reacting to changing demand from their customers. And, yes, they can satisfy the needs and wants of their customers (i.e. needing a drink with their meal and wanting something other than Coke) whilst fulfilling the organisation’s objectives (i.e. making more money) – everybody is happy. So what’s the problem?