well the flip side take is that other countries put a premium on the american brands we consider trashy
After coming to the US I understood what he meant. Burger king in India is almost gourmet compared to what you get in USA
In this context, the "medium" is the country where KFC/McD is situated, and the "message" is the set of food standards or "the bar" as we're calling it in this discussion.
America truly has bad food standards in general, so the KFC/McD in America reflects that reality. In contrast, Italy has a much higher bar for what is considered food, and KFC/McD reflects that as well.
Of course it was fast food pizza, so you get what you get.