I assume if the guy went to McDonalds it's because he likes McDonalds and wants to eat there. The fact his phone can figure this out and offer him some help is a pretty cool convergence of technology. I hate most adverts because they are so stupidly not relevant to me. If this can help actually deliver marketing info that I'm actually interested in, right when I'm at the shop, well that sounds fantastic to me.
Sorry to not jump on the 'horrified!' bandwagon, but I think you're all being Luddites, which for a technology site, is pretty sad.