It’s a reference as to why people go to McDonald’s even though a local one off burger place is very likely better — expectations. Particularly when traveling outside your known regular places.
It does not mean that McDonald’s replaced all restaurants, nor that they are better, but it does mean that when you go to one you know exactly what you are going to get vs the uncertainty of the unknown competitor.
It’s why suburbia all looks the same.
And for that matter, it’s happening in cities that pride themselves on not having things like McDonald’s. There is cool kids Blue Bottle coffee in SF, and LA, etc. Whole Foods used to be only in hip places and now it anywhere trying to be hip (don’t worry, Erehwon is here to soak up hipsters cash).