Yes, they have progressively become a higher-margin business, which necessitates moving up market to consumers who will pay those margins.
But there are many factors. Allowing stock buybacks is definitely one of those.
If I'm reading this chart right they're spending about $500M/quarter on buybacks? https://www.financecharts.com/stocks/MCD/cash-flow/repurchas...
and it's not the executives, it's the owners. those on the board, or who own a ton of shares.
stock price doesn't go up and those execs get replaced until they find someone who will.