I like to splurge on a good restaurant with locals. I also enjoy trying the local mircrobrews(and going during happy hour leads me to great prices on appetizers and beers as well as meeting locals).
If I see a good bottle of wine or good chocolates then of course I won't turn them down.
I personally would not splurge on a Mc Donalds in another country. Just a waste of money in my opinion. I could get a better meal for less in my opinion.