It better get much further than spitting distance from what carryout at a local pub buys me price-wise. Currently it's essentially the same price whether I go get a hand-formed burger and fries with actual fresh lettuce and tomato from the local pub as it is if I get a meal from McD.
They were only ever winning on cost and speed, and now they can't even compete there.
Something of higher quality. Like good chocolates, a nice meal, ice cream, breakfast for dinner... Maybe it's pretentious, but I'd prefer my daughter see places like McDonald's, Taco Bell, Burger King, etc as quick alternatives when you just don't want to cook or need a snack. Not as a treat you should really be looking forward to.
If you tell your kid McD is something special then whenever you pass a McD it will feel a craving and want it. This is how brand obedient consumers are made. If instead you let them have McD for a week or two they will see the food for what it is.