A McChronicles team recently dropped in and spot-tested the situation by purchasing one hamburger at 2PM, when the restaurant was nearly empty (little demand). Unfortunately, with all this going for them, the crew couldn't manage to deliver a neat, tidy burger.
This is what it boils down to. The moment of truth. No distractions, nothing much else going on, and a customer asks McDonald's for one hamburger. If a company was going to shine, you'd expect it to happen under these conditions.
This image depicts the moment of truth - the instant the burger was unwrapped. Imagine what happened to the McDonald's brand at that moment in the eyes of the customer.