Many fast food retailers, including McDonald's and Burger King, have followed a predictable pattern of how new forms of retail outlets enter the marketplace.McDonald's has evolved from a relatively simple hamburger joint with low margins, low prices, limited product offerings, and low institutional status to a worldwide chain with higher margins, high status, and a diverse list of products.This evolution of McDonald's restaurants is consistent with the

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The pattern of McDonald's and Burger King's evolution is consistent with the wheel of retailing, which suggests that new retailers begin with low margins, low prices, limited product offerings, and low status, but as they become established and successful, they gradually add more features and increase their prices and status.

Many Fast Food Retailers, Including McDonald's and Burger King, Have