McD's is acutely aware of the great British habit of soiling its own habitat by instantly dropping unwanted rubbish anywhere and everywhere and then blithely walking away. Each branch manager details at least one employee to get out on the pavements surrounding his branch and to pick up each and every item of McDonalds-branded litter. This ostensibly helps to protect the brand name and helps to promote better relations with the branch's neighbours.
Though mostly this has nothing to do with McDs being altruistic and civically minded and instead a result of local councils and environmental health threatening to take action unless they reduce the amount of litter outside their restaurants.