My estimate is that most people will pick up a fast and cheap burger because it is good enough and convenient every now and then and most people I know will try

My estimate is that most people will pick up a fast and cheap burger because it is good enough and convenient every now and then and most people I know will try something new every now and then. And people are balanced differently on if they prefer convenient and familiar or new and interesting. I think McDonalds have a lot of scale-factors in their success and revenue that aren't applicable to shops that are not gloval franchises. Don't believe that its because they're generally considered fantastic.