If I remember correctly, you're originally from the southern United States? I'm wondering if the question of sincerity when it comes to greetings and customer service might take on different importance in certain regions.
When I lived in the South, I noticed that it was important to call people "sir," and "ma'am," and to show respect. If a guest were used to this sort of culture, I can see how it might seem strange to be called "friend" by a CM. Especially if it's done in what may be perceived as an insincere tone.
That said, for Chick-fil-a, the use of "my pleasure" (instead of "you're welcome," "no problem," etc.) is formulated specifically for the South–the result of much research and testing. As CFA expands into other markets, there is some discussion about how appropriate it may/may not be; not that anyone is taking offense, but that it might sound off (and possibly off-putting) to some segments of their expanding audience.