When Americans think of McDonald's, they usually fall into one of two camps. These two groups can be characterized by the following thoughts:
Group A: "Yay, cheap food in 30 seconds!"
Group B: "Um, ew."
While Group B might avoid McDonald's at all costs, Group A has no problem with sitting down to grab a quick bite to eat; they might even enjoy it. They've grown accustomed to the red and yellow decor, the hard plastic chairs, the food-traffic worn floors. In the United States, McDonald's isn't known for its ambience. It's known for serving up a boatload of calories, fast and on the cheap.
Great Britain, on the other hand, has a somewhat difference perspective on America's favorite fast food chain. In Europe, locals want a comfortable place to relax -- they want clean, they want stylish, and they want nice, dammit. The hard and fast Mickey-D's as we know it wouldn't do well in, say, London, so McDonald's Corp decided to cater to the dominant demographic.
Behold, the stylish London McDonald's: