Someone may have said it already (haven't read the thread) so sorry if it's a repeat...
The reason Burger King and other Burger Places got their arses kicked by McDonald's in the 80s and 90s was because BK did not realizing the market they were in... Burger King thought they were in the "hamburger business" while McDonald's knew they were in the "kid's entertainment business"...
Despite inferior food, McDs kicked BKs arse via birthday parties, playgrounds, toys with meals, a bunch of characters led by a freaky clown, and marketing targeted at young children. Nothing to do with food (which is crap).