At the end of the 20th century, McDonald’s built a giant, stable chain business in a fragmented food service market. This business model became popular not only in the fast food industry, but also in other areas.
Paradox? Not at all. Creating trends is the lot of big and small startups that rely on luck.
McDonald’s, along with other giant companies, scaled thanks to repeat orders and regular customers, closing their consumption scenarios. It did not force people to do something differently, but fell into their usual patterns, but used an innovative business model that corresponded to market trends and logistical capabilities.
Speaking of trends: scaling is a test of their sustainability. If you “did everything right,” and revenue and profits do not grow, perhaps you misinterpreted the trend.
Take, for example, the consumer inclination towards a healthy lifestyle. How strong is it? After all, a burger is still a burger. Of course, you can introduce positions with plant-based meat or serve salad instead of French fries. But this will only be an addition to the assortment, which is unlikely to displace the main positions.