Why is McDonald's the number one fast food company? Real estate and the dollar menu. Your hot dogs sell like crazy but I'm better the burgers and burritos don't. You're telling me McDonald's can offer a $1 double cheese burger but you can offer an atomic cheese burger for under $6? Rather then capitalizing on more expensive new foods, find a way to cut the retail overhead of these products and get them closer $5 or under. Why did subway take off? Under $5 foot longs. They make a decent profit on subs but know customers will buy a drink and chips maybe even a cookie, and that's where the mark up comes in.