Oftentimes, that's not true for lunch. I thought that was a huge part of McDonald's business: people grabbing a quick and cheap bite to eat for lunch. Followed by soccer moms grabbing a quick dinner or snack for the kids via the drive-thru on the way to practice. Yes, I know you can get better food for just a little bit more, but it's still more money and oftentimes a drive-thru isn't available.

Or maybe these core customers are still going to McDonald's but it's the folks outside of these groups that have fallen off? If you don't need the drive-thru and you have a little more money to spend then you have a lot of options.