Is McDonald’s trying to add class to their restaurants?

In 2006 they started using real brick on the exterior instead of a cheaper material like vinyl siding.  Inside they added flat screens and soft, luxurious chairs that make the restaurant more inviting.
I do not eat at McDonald’s except for on road trips because it is the only food available.  This will not change my perspective on McDonald’s. What about you?
Will this give McDonald’s food more perceived value?
How much does the interior decorating matter to you?

Now McDonald’s is getting personal on their packaging. McDonald’s has added stories to the exterior of the hamburger packaging about the ingredients and cooking utensils used in the making of each burger.  They will also feature full color pictures of the ingredients, the nutritional content and promoting their use of local growers.
I have yet to see this new packaging in person, but I doubt it will make me eat at their restaurant.
Do you think the social network marketing strategy of getting personal will help them bring in more customers more often?
I am on the fence as I have been known to buy a product more often because of a novelty marketing approach I really liked.