We'll have to wait and see what comes of their development. I've seen Walmart claim they have a metaverse ready to go. Now McDonalds seems to want to create something. There's no doubt that issuing digital collectibles is a no brainer from their end. They can give their customers value or even profits just for eating their food, and it will cost them next to nothing. When you think about how they've been giving toys away to entice children to want to go there for decades, the idea of rewarding everyone with digital collectibles that are essentially free to produce is one that will definitely see it's day. Will it be cool or a gimmick? That depends on the reaction to it.
I'm going with gimmick.
Over the years McD has a lot of the time had the ability to come up with something a bit different, and they started to and seemed to be going in that direction. And then stopped and did something that was more of a gimmick.
Here in NY they had food trailers. Basically they would drop a take out only restaurant someplace with a limited menu and higher prices BUT have some GOOD give away to go along with it. (beach pass, local water park pass, whatever) and people would line up to pay more for less to get a free thing.
Then they stopped with the 'real' gifts raised the prices even more and gave you contest entries.
And then it died. Think that was late 80s early 90s don't exactly remember the years.
Close to 30 years later when their app came out they were one of the earlier ones, and could have taken the lead. But nope, some perks and you could order the same food.
And decades of the same in between.
So I'm going with gimmick.
Long post about fast food, but I see it as systemic to so many
BTC projects. We all look at them and think of the potential, and then see what really comes out and shake our heads.
-Dave
Why do these huge corporations think that creating something in the metaverse is the next big thing when in reality, most people couldn't care less and are just plainly uninterested on the idea? Well if this would fix the issue on their ice cream machines then I'm totally all for it, but until then this is just a gimmick with not much for us consumers really. 
