#psyience

When stretching out the dough for its premium “Artisan Pizzas,” Domino’s workers are instructed not to worry about making the rectangles too perfect: The pies are supposed to have a more rustic look.

At McDonald’s, the egg whites for the new breakfast sandwich called the Egg White Delight McMuffin have a loose shape rather than the round discs used in the original Egg McMuffin.

And Kraft Foods took more than two years to develop a process to make the thick, uneven slabs of turkey in its Carving Board line look like leftovers from a homemade meal rather than the cookie-cutter ovals typical of most lunchmeat.

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It’s one reason why Wendy’s softened the edges of its famously square hamburger patties. The Dublin, Ohio-based company says it changed the patty to a “natural square” with wavy edges because tasters said the straight edges looked processed.

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