My only problem with this whole thing is that it's being instigated by the mayor of the town.
This McDonalds store (or stores) that are advertising in Spanish are privately owned companies who are trying to reach a certain segment of the population. If the owners and management want to do this, they're completely within their rights to do so. If they alienate certain segments of their customer base, they'll have to live with it. If non-Spanish speaking people in the community want to organize a boycott of McDonalds, then they're completely within their rights to do so, and they'll lose out on eating the tasty consumables from McDonalds. Both groups will have to live with the decisions they make. But they key is that they're both within their rights to make those decisions.
On the other hand, when the mayor got involved, this lends an aire of the government regulating the type of legal advertising for a legal product, and that's so wrong that I'm not really sure where to start!
Mark
The body of the news report indicated the Bogota citizenry contacted the Mayor with their objections to the signage----the Mayor is acting as their surrogate.