What would it cost to buy that every week?
Thanks to the hedonic treadmill, once you start buying things, you ignore having them and need something better. So I evaluate new expenses as lifetime upgrades. I don't usually buy fast food, and this idea stops me. In this case I'm not worried about the $3 mediocre burger, but the calories and nutrition and habit. I pass by umpteen fast food places on my walks around town, and the reason I don't eat there is because they don't register as food. Food comes from the grocery store or my kitchen or rarely the garden.