About 500 of McDonald's more than 14,000 restaurants have made the changes with Florida, New York and Southern California the first regions to adopt the new format.
Launched by Mac and Dick McDonald in 1948, then purchased by Ray Kroc in 1961, McDonald's is the quintessential example of a business that used a price simplifying model.
The case underscores the battle between brand names and so-called free-riders who might benefit from the marketing spent on brands without bearing the same costs.
The U.S. fast food company had announced in March it was reorganizing its Asian operations by bringing in partners who would own the restaurants within a franchise business.