I don't think it will revolutionize the industry. Remember, it's optional. If people don't like it, they don't have to use it.
There's not much of a downside to self-service in a quick-service industry where the service element is marginal.
Hamburgers have been around for a long, long time and there's a wear-out factor there. There has been a very strong growth for sandwiches for a very long time. People want variety.
The lack of creative has really hurt them. They just haven't found anything that seems to communicate who they are.
The restaurant industry hasn't stepped ahead of the curve on this one. I don't think they've seen a need to do it, but at some point this is going to become a bigger, pressing demand among a large group of consumers.
