>live in Asia >go to restaurant >concise menu >customers

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>live in Asia
>go to restaurant
>concise menu
>customers hardly ask to customize orders unless they have a food allergy

>go to America
>go to a fast food restaurant
>menu so big that it's plastered on all 4 walls surrounding the cash register area
>soda fountains offer dozens of different flavors and beverages
>notice that every almost every customer will ask to customize their order (order it PLAIN, means no sauces. A lot will ask for no onions, lettuce, or tomato. etc)

What is the reason for this?

Whenever I'm going to a restaurant in America I'm overwhelmed by how many choices I have. I'm not a picky eater so I always order items as in. Why do so many people prefer to custom order their food?