The Kilburn branch has just had a great re-design. They've got rid of the ill-advised tie in with Easy Everything (how to make your brand look tacky - tie in with the cheapest nastiest brand there is - and put it in the front window of your shop!).
I confess I have started going to McDonald's again. I just can't help my lust for the Sausage and Egg McMuffin. Their rehabilitation in the public consciousness is also starting to work as well.
They seem to have undergone a second re-branding in the space of a couple of years. Perhaps this gradual shift is necessary when you are sloughing off the negative associations of previous incarnations. Like a snake sheds his skin maybe.
Overall, the whole place felt quite trendy and they had done something about the smell as well. I've not been there at 11 on a Friday night yet, it will be interesting to see what the ambience is like then, what with all the plebs that will be floating around.