The Simpsons had an episode in which Krusty the Klown's "Krustyburger" created a "Ribwich" that people followed. Done like a parody of the Grateful Dead's "deadheads", the "ribheads" with Homer followed the sandwich on a bus, until they hit SanFrancisco and Krusty announced the sandwich was to be no more.
I'm not surprised. San Francisco not only doesn't approve of chain restaurants, it is specifically the bane of McDonald's existence (what with banning toys in Happy Meals and all).
Deadheads, on the other hand, are still most welcome.