There are companies that do face and eye tracking on large menu displays. They can AB test new menus or layouts quickly, on the fly during the day, at different locations. They can recognize customer demographic (maybe even individuals now), what they look at and for how long, and then tie that to what they buy.
Think bigger. Like all menus at all McDonald's, each individually addressable. They probably have a marketing command center where they run experiments on all kinds of things.
There are companies that do face and eye tracking on large menu displays. They can AB test new menus or layouts quickly, on the fly during the day, at different locations. They can recognize customer demographic (maybe even individuals now), what they look at and for how long, and then tie that to what they buy.