Big Mac, Fries, and a DVD to go please...

McDonald's has announced it is piloting a DVD rental program in Denver this summer. If you are the CEO of McDonald's you are always looking for ways to increase revenue per restaurant, a recent example of this is the free Wi-Fi service (meant to drive more consumers to the restaurants) tested at various McDonald's across the country. The DVD rental business sounds pretty risk free since it appears the company will be using a third party ATM like machine to rent out the movies and they will only charge $1 per day for the movies. Even if they don't make any money on the rentals, how many people do you know can walk into a McDonald'ss and return a DVD without buying something else to snack on?