Well, their employees had to do all the work to make that food without the franchise getting revenue for it, but the employees were presumably still paid
I don’t know about McDonald’s but I knew a manager at a Taco Bell and a lot of this fast food takes very very little work to make. Many Taco Bells can run on just a couple people when they’re not having to clean or maintain anything.
But the people were already there, it only happened over the course of a single day; it's not like they paid the people more because they were busier or making more orders.
They can only handle so many orders in a given hour. If too many people took advantage of this, then queues probably got longer, discouraging potential customers.
Customers, who would've paid nothing anyway, presumably