Burger King copies McDonald's with celebrity meals: This is the news report from which you can see why the so-called "sustainable competitive advantage" may not be that sustainable in the vector that"firms compete over products."The report also tells us a lot in multiple dimensions: (1) whether a menu design could be patentable so to prohibit others to imitate?(2) how to maintain a competitive advantage by a designed "non-fungible" feature in product?(3) where to make the main linkage (a.k.a., congruence) with either consumers' biological layer of "need, want, demand by affordability (DAWN), or their socio-psychological layer of "value, identity, and belief system (VIBS), or the combined both?You may try it in either direction in your analysis.

https://www.cnn.com/2021/09/09/business/burger-king-ban-artificial-ingredients/index.html