Yeah, "America is a big place" covers a lot of ground for this company.
I'm not sure that gives them much, though -- restaurants are pretty capital-intensive, and on those economics the marginal savings of not having burger-flippers doesn't add up to a lot of advantage. Maybe it would be better to sell your machines, to become "the Coca-Cola of burgers" rather than another McDonald's.
Established players don't want to develop these machines in-house, but if you provide clearly better value they can and they will catch up. They'd probably rather buy the technology, though.