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.