I've seen video of the kiosks in Asia, they allow you FAR more customization than the 15-year-old behind the counter currently does, you pick the base item you want and the system allows you to fully customize it with pictures to the point of making a foot tall monstrosity out of a regular hamburger.

If they are really smart about it, they'll tie it into an app so you can order ahead or save your favorite orders and just use NFC to load the entire order and tweak anything if necessary. This would not only be nice for the consumer but would provide them with a treasure trove of data on individual customers.