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Eventually, that's the nature of the beast. That's business evolution. Part of the problem is that every major business inovation is (thanks to IRS and FTC regulations) public knowledge. McD's figured out how to do the franchise business model, then others copied, then somebody figured out how to do it better, now folks are copying that, and somebody will figure out how to improve on that.

Meanwhile market dynamics change. One of the things that pushed Subway past McD's is that they figured out a way to make the food in front of people in a way that's not much slower than the service you get at McD's with the bin. Fast cook to order with no mysteries about what's in the food. And one of the things that had been going on is those hidden video shows, people were starting to wonder what went on behind the wall, McD's can't answer that question. Add to that increasing health consciousness and the inherrent better health of subs over burgers and you get a market that was ripe for Subway and doomed for McD's.

But the tide will turn again, it always does. The companies that last are the ones that surf. Look at Coke and Pepsi. Increased health consciousness should be bad on soda companies, and it is bad on the soda market. But they're diversified all over the place, they own fruit juice and sports drinks and water. All the money they're losing on their "primary" products they're earning elsewhere. Diversification and adaptation, and never get complacent.