A friend of mine once heard a talk by one of the CxOs of McDonald's (was a while ago, and I can't remember which). He asked the question, "What business am I in

A friend of mine once heard a talk by one of the CxOs of McDonald's (was a while ago, and I can't remember which). He asked the question, "What business am I in?" Obviously, he rejected the naive answer of "selling food". Smarter answers were "licensing franchises" or "marketing/branding", but he rejected those answers as well. What business was he in? Land