> or that they just bide their time until they can make a whole new set of restaurants under a different brand name like McDonald's Green or something?

Would be fascinating if they did something like that. Pret a Manger did this recently by adding stores called Veggie Pret. Might be tough for McDonald’s to pull that off, though, since they also cater a lot to kids. By introducing two stores, veggie vs non-veggie, wonder if that would create signaling issues of healthiness with audiences?