Quality isn't relative, it's absolute. ISO 9000 and the like have rather blurred this definition but they tend to measure consistency of adherence to a self-defined standard rather than absolute quality. If the ISO 9000 manual says that the staff will wear pink shirts on Wednesdays then, provided they do, the organization has passed that part of the 'quality' test.
This also makes the McDonalds case above a bad example. A mass-market hamburger may be consistent in the sense that it's much the same whether you buy it in Harwich or, erm, Hamburg, but that doesn't make it a higher-quality product from one made in my kitchen from locally-produced, grass-fed beef and home-grown salad. The quality, such as it is, is in the design of a process that allows unskilled hands to turn cheap ingredients into a consistent product.
McDonalds - or Hyundai - may argue that their processes are of a quality that allows them to produce a consistent product at a low price. But that doesn't make the product a high-quality product if it's made from poor-quality materials - any more than a 1970s Jaguar could be lifted by the quality of the leather in its seats above the shoddy workmanship that put it together. Quality is in everything - design, materials and processes - and the more you have in each, the better the quality of the end result, but the more it is likely to cost.
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