90% of mcdonald's are owned by private franchises. These individuals are not corporate big wigs. These are small business owners.

http://money.cnn.com/2015/04/17/news/companies/mcdonalds-franchise-unhappy/index.html?iid=HP_LN

Many franchise owners blamed changes that McDonald's (MCD) is making under newly-appointed CEO Steve Easterbrook.
Easterbrook recently announced plans to raise wages for employees at McDonald's company-owned stores.
Franchise owners were particularly upset with the wage hike. Even though it only applies to workers at company-owned restaurants, franchisees worry that they will be pressured to raise wages too.