Knowing a tomato is a fruit is knowledge. Knowing NOT to use a tomato in a fruit salad is wisdom.
there are two aspects to the food industry that are near impossible to maintain.
1. consistency in the food.
2. consistency in service.
About 50 years ago my father noted that a cornerstone to the success of a Howard Johnsons (put link here) or a McDonalds is that no matter which one you went to anywhere in the country you knew beforehand exactly what you would get, both in service and in food.
The secret to their success was NOT that they had 'the best', but they had 'the known'.
this made it's point very clear to me when I traveled to Poland. upon crossing the border into eastern Europe at the german/check republic border - people were pulled from the car.
We were so shaken up the first commercial sign we saw was a McDonalds. we stopped longing for something familiar, not for something great.