What Mcdonalds is doing is nothing interesting nor is it a novel idea. Pizza Hut has been using and or experimenting with dedicated Call centers for at least the past 5 years.
All these ideas are just ways for the Fast Food/Quickserve Franchise industry to cut costs to prepare for the inevetible. What is that inevitable? Well at the current rate of the economy most of these Franchised Quickserve Restauraunts will find it very diffucult to survive. Diffucult as in the labor pool of reliable and competent employees that they can pay at minimum wage will shrink and continue shrinking.
The Quickserve Franchise Industry knows very well that they cannot compete in wages and still provide low prices to customers. So they are left with two options raise prices dramatically across the board or cut labor costs. The later is more likely as I doubt Americans are willing to pay $10 for an extra Value meal or have their 99cent menus taken away from them.
For a long time the industry has found and treated it's employees as expendable but it is soon becoming the other way around where Franchises are faced with treating employees better or loosing them in conjunction with an overall diminishing labor pool. The key here is the buying power of minimum wage is diminishing rapidly and the industry is faced with either paying people much more than minimum wage which would mean raise prices dramatically or find ways to eliminate labor.
Too put it simply every year the percentage of College graduates increases and inflation is far out running even the incomes of well educated professionals so imagine what it's like on the minimum wage end of the spectrum? Mcdonalds and the rest of the Franchised restauraunt industry has been paying pretty much the same amount for the past 20 years. Adjusting wages to the CPI is ludicrous when calculating wages at the low end of the spectrum.