It’s worth noting that “McDonalds” can occupy a really different niche in other countries, particularly in Asia. In many emerging markets, the McDonalds brand is fun, modern, and a little exotic. Unlike the US versions, overseas McDonalds tend to be very clean, staffed with the best of the best, and appointed with upscale modern furnishings.
It’s someplace where you might take a first date or host a kids party when you are showing off. When a McDonalds opens in your city, you might think “Wow, we’ve really arrived.” It’s kind of like IKEA is here- not upscale, but novel and excitingly cosmopolitan.
But that reputation isn’t going to stay that way forever. Local competitors have had time to refine their approach, and local tastes are getting more sophisticated. Health has quickly become a part of people’s consciousness. And increased travel means the taint McDonalds has in the US could rub off.
So, in short, we might not be the real audience for this. And it might work. Lots of downscale US brands have cultivated completely different reputations abroad. In China, Budweiser is a premium beer, Pizza Hut is an expensive sit-down restaurant, and Revlon is only sold at fancy department stores.