During mid-90s Britain there was a McDonald's on virtually every high street.
It seemed nowhere was off-limits as the biggest fast food company on the planet, which now has over 36,000 outlets in 120 countries, went for global domination.
However, they faced a battle with the affluent residents of Hampstead to open a franchise in the leafy north London area for years.
Powerful locals managed to keep them at bay with their 'Burger Off' campaign, but eventually they agreed to let McDonald's open up a restaurant after concessions such as having a discreet sign were made.
There was anticipation in the air as camera crews descended for the grand opening of the long-sought after Hampstead branch.
A top-hatted doorman greeted customers, while the honour of cutting the ribbon to open the new restaurant was given to a seven-year-old boy.
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In order to win round the local community, McDonald's held a competition amongst local schoolchildren to see who would get the role.
They were tasked with describing in just 15 words why they like the fast food chain - and young Ben Williamson had the winning response.
"I like McDonald's because there's a wide variety of food and my pal Ronald thinks so too," it read.
While appearing on ITV's London Tonight show, Ben was offered a Big Mac, Quarter Pounder and Cheeseburger by the presenter.
But surprisingly he turned all of them down, then revealed that he doesn't actually eat meat.
You may think this would be a terrible PR move, but it was great publicity for McDonald's as they are able to serve Ben with a Fillet-O-Fish.
Speaking on Channel 5 documentary McDonald's: How Do They Really Do It?, Ben reflects on the groundbreaking moment.
"The McDonald's PR machine was overjoyed they could offer me, a seven-year-old pescatarian, a Fillet-O-Fish burger for the banks of cameras and journalists who attended the opening ceremony," he said.
"It was a great moment to be a part of back in the day, I'm sure I felt fantastic. I look at it with a tinge of regret now."
In a shocking twist, the one time McDonald's poster boy grew up to become one of their deadliest enemies.
Nearly 30 years on, Ben is now a Senior International Media Director at PETA, the campaign group who began highlighting the controversial methods used by the fast food giant to slaughter chickens in the 90s.
He explains: "PETA's 'McCruelty' campaign began in 1999 to try and inform the public about the rampant abuse of animals in the fast food industry."
The campaigns objective is to stop chickens being killed by the company spending their lives "crammed inside massive windowless sheds."
In recent years, McDonald's have made changes to the way they source the meat for their restaurants.
In response, McDonald's stated: "We’re committed to sourcing our food satiably, including the welfare of the animals in our global supply chain. Our goal is to help drive and measure continuous improvement in the health and welfare of chickens.
"We recently announced a Global Chicken Sustainability Advisory Council which will provide expertise, diverse perspectives and recommendations for evolving our chicken welfare and sustainability strategy."
McDonald's has promised to introduce higher standards for chicken welfare, but for Ben it's not coming fast enough.
He said: "McDonald's have said they are only going to being these in by 2024 and they’re still carrying on millions of birds in horrific ways."
The company has a long history of cleverly marketing themselves to children such as the seven-year-old Ben.
Kids health campaigners have hit out at some of their strategies, such as putting toys in Happy Meals and using fun characters such as Ronald McDonald.
The collectable toys first emerged in 1979 and gave an "emotional attachment" to visiting McDonald's and a desire to return.
William Sitwell, food writer and journalist, tells the documentary: "The one thing brands want to do is to surreptitiously hook kids so that they have customers for life. they want to do it in a way that’s legal."
Also speaking on the show, Andrew Smith, Associate Professor - Food Studies at The New School, NYC added: "The main reason they will focus on the children is that the parents will come in and order food in addition to the children. it’s a double win for them."
In response, McDonald's has introduced healthier options for kids such as fruit bags and carrot sticks.
In a statement, they said: "Ronald McDonald has not been used in TV advertising for many years. All Happy Meal bundles advertised to children will continue to meet any existing local/regional advertising pledges with respect to marketing to children."
Sitwell also praises McDonald's for listening to customers and changing their policies to have no caged birds, 100% British meat and healthy salads.
"What McDonald's did, which was quite extraordinarily clever, is they took that stick they were being beaten with and turned it into a standard bearing flag."
*McDonald's: How Do They Really Do It? is available to watch on My5
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