McDonald's or Starbucks?

A recent Pew Research Center Social & Demographic Trends survey included the following question "Just for fun: Would you prefer to live in a place with more McDonald's or more Starbucks?" They've issued a brief report summarizing how people answered the question:
The researchers even carried out a multivariate regression analysis:

It shows that, once one controls for all the factors cited above, the variables that do the most to explain whether someone chooses Starbucks over McDonalds are: having a college degree, having a high income, being a liberal, being a Westerner and being a woman. For example, other factors held constant, a liberal is 13 percentage points more likely than a non-liberal to favor Starbucks over McDonald's.