The Fry's chain is designed to cater specifically to the shopping habits of men, a concept referred to as Male Shopping Energy (MSE). This idea suggests that men possess a limited reserve of enthusiasm for shopping, estimated at about 73 calories, which can be quickly depleted. Once this energy is spent, they are unlikely to engage in shopping again until a significant amount of time has passed, regardless of attempts to rejuvenate that energy through snacks or beverages found in stores.
In Douglas Coupland's book "Microserfs," this notion humorously underscores the difference between male and female shopping experiences. Men often approach shopping with a specific goal and minimal stamina, contrasting with the more leisurely and exploratory approach that many women might adopt. Consequently, retailers like Fry's recognize this dynamic and structure their shopping environments to accommodate the quick, efficient shopping patterns typical of men.