USP has always been cleanliness. Their outlets are always tidy and I trust them that their food is technically ok [see recent spoiled meat scandal in Germany and keep in mind that in many countries McDonald's is the only large fast food chain around, so they still compete directly only with street vendors who sell food of unknown quality (indirectly there is probably some entry-deterrence pricing going on)]. Consequently, they could have tried to compete against some shanty motels.

I smell burgers immediately after being exposed to their logo (and after a while I have to think of plastic). So how much do you think they have to pay me for staying in a room with a huge McDonald's logo? Besides that, I get depressed after staying longer than 10 minutes at a McDonald's. Cleanliness has turned into emptiness.