Since the current CEO took over he has done everything possible to take every last dime that he can from the company and the franchisees. This brand is dead.

The concept of healthy fast food

Management and the direction of the company. Lack of advertising. Lack of support. Very few mid to long term employees in management positions. Many don't understand what made this company successful in the first place.

Use brand development fund for actual advertising not "marketing" which includes paying for the marketing staff leaving no money for advertising.