McDonalds isn't in the hamburger business
My brother-in-law teaches high school business classes.[1] They had a McD's exec in one day to give a lecture. He started out by asking the students what business they thought he was in. They guessed the obvious: hamburgers, fast food, food service, restaurant, etc. He kept telling them, "No."
Finally he told them, "I'm in the real estate business. Anyone can make a hamburger. What we do is figure out the best places to put our franchises."
That's why Burger King tried advertising that they had won in taste tests -- which they had -- and it didn't matter. People don't choose McD's over BK for the taste. They choose it because it's right there on the corner.
[1] Don't think future business leaders of America, think jocks and burnouts taking an elective that doesn't have any standardized tests.
