@Helen
My point was that from what I remember, McDonald's has much better reputation in Bulgaria. McDonald's was expensive and it was the cool place to go for my birthday or if I did well in school. In that sense the "face-lift" seems pointless especially considering the fact that they are not changing their concept - just their looks.

That being said, my information about how cool McDonald's is in Bulgaria is about four years old so maybe things have changed and refreshing the image was indeed necessary...