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Food places sell identity more than anything. Food quality just needs to be good enough to somewhat fulfill expectations implied by the price range. "We're an American behemoth selling a mockery of your national identity" certainly won't have it easy in Italy, no matter how well the pizza might be (never tried, I don't find that identity particularly appealing even as German visiting the United States). MacDonald's in France won't have any issue with identity: if you do feel like having factory food, what better match could there be? MacD certainly does not pretend being something it's not.