McDonalds had to compete with coffee shops, places with Wifi, installed RedBox to get people to walk into the place, and the general move toward healthier foods and locally grown food. That's part of the reason they bought into Chipotle.

A lot of his citations are of systemic disruption - in the case of McDonalds, it was disrupted because people stopped taking their diet for granted, and McD's got called out on their atrocious menu.