I had to go back and re-read to see if I was shilling for McDonald's stock. First individual stock I ever purchased, honestly do like how McDonald's is innovating improvements in their food and service.
One last comment about how McDonald's is pulling this all off: they send teams into other restaurants/restaurant chains to examine what seems to work for those other restaurants and why they have such a repeat customer following and then McDonald's finds way to adopt that themselves.
According to the woman I briefly dated, two of the chains that they study the most are Wendy's and Chik-fil-A.
Go figure.
McD surveys for free extra 1/4lb cheeseburger always ask what my fav restaurant is. I always answer CFA.