This is obviously a picture of a tray liner from one of the test stores. What caught my attention was the term, "made to order right in our kitchen".
Here we are again. Made to order means slow service, pure and simple. And McDonald's can't build sales selling slow food.
There's a reason the average Five Guys barely does $1 million a year, they are dog slow, almost deliberately. There's a reason the average Chick-fil-A does almost $4.5 million, their service is blazingly fast.
No amount of discounting or food giveaways will keep McDonald's USA sales from declining to Burger King levels if HOTG or "made to order" becomes the operating standard.