There is no other environment where instant gratification is so important or, for that matter, expected. The choices are many, the menus different and the packaging formats differ greatly so adding or changing a process built on speed and repetition is no easy feat, it might involve 100’s of outlets and 1000’s of staff.
When it comes time to promote or add value there is no need to change the status quo. Simply build any promotional mechanic (SMS code, collector card or important consumer message) straight onto the packaging. Burger wrap, fountain cup, fries carton can all be value added prior to getting to a store level, integrated into the packaging as well as distribution and if designed and executed properly into the consumers wallet, purse or pocket.
We want them to come back and we want them to interact with the brand at home via the web or with family and friends while socialising.