I totally see your point, but fast food is probably not the best choice. Every fast food CEO makes a point about how often they eat the food and how often their execs eat it.

Every fast food company has a "flagship" store near the HQ, often for the purpose of being seen eating there.

You can google around for the stories and photo ops. :)

But yes, not every CEO believes their product should be used all the time. But most of them at least believe in the core benefit they claim their product provides.