The comparison gets moot because you typically don't pick the company who delivers. You just pick whatever's cheapest or selected by default; instead, you pick where you order your food. Because that's the largest factor affecting the quality of the food.

You'll have different segments indeed. Say we keep it simple and you got two: a luxury one and one for the (poor) masses. Most people won't be able to afford the luxury one, so they'll grab the cheap one. (The cheapest one is still either not drinking coffee at all, drink it at a place where its free ie. at work, or bringing your own coffee in a vacuum can.)

Generally (the exception being catering to travellers such as a drive-in near a highway) you won't see a McDs in a rich neighbourhood, and you won't see a luxury restaurant in a poor neighbourhood. Neither the customers nor the workers live nearby.

Also, don't forget people are loyal to brands.

As a final note, I'd be rather interested to see which local brands have disappeared over the years, if that can be attributed to fast food businesses such as McD's.

As for you not buying the view, that is exactly what was being described in the link with first hand experience from a taxi driver in The Netherlands (heavily regulated market by law) which I posted elsewhere [1].

[1] http://www.taxibelangen.nl/ervaringen-ex-uber-chauffeur/