TBF, their prices are localized. Say, in Russia it was always not something you can do everyday. They depend on many things, supply chain, general income levels, some central strategy. It's a franchise, as everybody knows I'm sure. You can open a McDonalds in a place lacking one if they agree.
And the reason it's comparatively expensive now somewhere as compared to 15 years ago is that they apparently think that being more expensive and smaller in volume is better for their operation than being less expensive and bigger in volume. Or something like that.
I can afford it but with the current prices it makes no sense - last time I walked out with a $12 total. There's a whole lot of better places to eat for that much