This was the premise of McDs to begin with: They sold burgers for a dime or whatever while everyone else was charging fifty cents. The trick of drastically unde

This was the premise of McDs to begin with: They sold burgers for a dime or whatever while everyone else was charging fifty cents. The trick of drastically undercutting the market, of course, is to use innovation cut your costs, which the brothers did by serving such a limited menu that they could optimize the prep for speed.