Not to discredit your argument, but in some places (countries) McDonald's has changed their "look" to something more akin to a restaurant, with less cartoon-ish colors, quieter-ish music (or no music at all) and different ambiance lighting to actually resemble a place a family would go. I've heard before that in the US there's this big disparity where in one state/city McD has a completely different "look" than others from other regions, sometimes making it look like a completely different brand only having the trademark M to identify it.