Shoney's, Coco's, and Hof's Hut (names that may now be unfamiliar to many students) were widely recognized restaurant brands that in the 1990 s began to lose market share in Southern California and elsewhere to Outback Steakhouse, Panera Bread café, and Claim Jumper (with the last restaurant chain collapsing in the 2010s). What are the benefits and problems of having a well-established restaurant brand? Should restaurants try to rebrand themselves when they start losing market share? Have Outback, Panera's, and Claim Jumper faced innovator's dilemma problems? What about Microsoft?