http://www.freakonomics.com/2011/10/04/news-for-dieters-old-habits-die-hard/ Because it feels like someone else is feeding you?
You're screwing with the experience, so you have to make it more predictable and enjoyable in other ways like sticking to your comfort foods: BK bacon doubles, original recipe KFC thighs, large Pizza Hut hand-tossed italian sausage and ham.