Maybe this will come as a surprise but many Americans don't like McDonald's... as a matter of fact this is the one place that gets the most grief about the low quality of their food.

I think the McCafe came about exactly for this reason - to try to beat the low quality reputation. I've seen McDonald's locations having face-lifts in several states (meaning at least Kentucky and Illinois). Now why they would do it in Bulgaria is a mystery to me... But in the US they are trying to portray McDonald as an upscale cafe with higher quality food and low prices...oh and they put a lot of emphasis on their coffee beverages for some reason...