They do it to themselves.
TGI Fridays was awesome in the 1970’s and early 80’s. They had HUGE portions and a menu that was a book. The offered dozens, if not over 100, of entrees. The staff was fun. The drink specials were epic.
As happens with all success, the original people sell and the bean counters take over. The menu shrank. The portions shrank. It became just another restaurant.
It happens over and over again in the restaurant industry. Excellence is traded for short term financial gain.