So glad to see this question debated. This very question keeps popping up on my mind whenever I see long lines of cars in the drive throug of the McDonald right in front of our restaurant. 

Why can’t we get at least 5% of that business? We offer freshly prepared lunch meals with lots of options for vegetarians and non-vegetarians . We are also serving lunch boxes to go for very reasonable prices.

I think it’s really about familiarity, marketing to all the demographics, big corporate infrastructure ( more people work for them, big investors, big investment) . Drive throughs for quick service. 

Whereas for us mom and pop owners, we are limited by bandwidth, innovative marketing. Why can’t I be more creative in terms of capturing at least 2% for lunches ? We are marketing in the wrong way. 

Maybe I have to stand in front of the restaurant and give away free lunch samples!