It is all about perceived value. BJRI,is a direct competitor of GCFB. MCD and BK are in fast food, totally different business and market. BJRI offers tremendous value to the customer as proven by their 40 consecutive quarters of positive same store sales growth (compared to 1 for GCFB). If you think the consumer will pay more for a product of similar or lower quality then you also probably think that GCFB should just keep increasing their prices until they are making enough profit to keep everyone involved happy. And if you think landlords are going to prefer GCFB and all of their debt as a tenant over BJRI and all of their cash and profits, then I guess we will just have to disagree.
I am not saying GCFB has no hope. But I am saying they have a number of hurdles in front of them. I think they will do ok, but I dont see them being a blockbuster. I have actually thought of them as a possible takeover target for BJRI. Not probable, but not out of the question.
Take a chill pill my friend and try to be a little more objective.