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 restaurant with low margins,low prices,limited product offerings,and low institutional status to a worldwide chain with higher margins,high status,and a diverse menu of products.This evolution of McDonald's restaurants is consistent with the

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The "wheel of retailing" concept describes how retail outlets typically evolve from low-cost, low-status operations to more upscale establishments with higher prices and margins, as seen in the evolution of McDonald's.

Fast Food Retailers,including McDonald's and Burger King,have Followed a Predictable