What are you talking about? McDonald's has been.

They revamped their quarter pounders a ~year ago to be much fresher, tastier, juicier burgers. They serve more gourmet-style toppings now and a variety of cheeses. They're experimenting with new items like the morning "donut sticks" which are surprisingly good. The buttermilk chicken tenders are worlds beyond the old nuggets. And you can get breakfast all day, with eggs that are now fresh-cracked.

They still sell all their old stuff because people still love it. But if you think their menu hasn't been increasing in quality for those who want it, you haven't been paying attention. Some people prefer not to believe it.

But it's still McDonald's. People want and like McDonald's. They're not looking for fine dining.