It hasn't hampered the world's best cyclist too much, mind (click through for pics if you haven't seen them).
Stripping off to reveal his athletic body in the eatery, the 32-year-old sportsman soon wandered outside where he treated himself to a glass of wine and a cigarette.Meanwhile, in America, Michelle Obama was bristling when another World Champion admitted to following her two gold gymnastics medals with - shock horror - a McDonald's Egg McMuffin!
Letting a pal light up his nicotine fix for him, Wiggo seemed happy and relaxed as he enjoyed the balmy evening.
It doesn't play very well for Mrs Obama's snobby crusade against fast food when a world class gymnast proves that anything is OK in moderation, does it?
Now, ask yourself this. If it's wrong for a finely tuned athlete to enjoy just one breakfast burger, what do you think they're going to say about your more lax body ingesting the same? Not to mention, of course, the no safe level of alcohol claim for alcohol or paralysing fizzy drinks.
It's not so much if branding will be taken from other products now, as which one will be next.