I have to admit some bias in my original post since I'm indirectly doing some engineering work for McD's at the moment.

What's admirable about the corporation is that they seem to be constantly planning upgrades to both the facilities and the equipment inside it.

I also work near a number of their test sites so I'm seeing things that are continually being changed and played with. The drive-thrus in my area have leader boards to show which store has the fastest service. They've gamified fast-food!