Where I'm from McDonald's have done a pretty good hiring campaign. Basically they put up posters of their employees with headlines like "I choose to do, not sit on the couch." And "I choose to work, not rely on others."
Basically they're all but admitting McDonald's isn't a "prestigious" or even great place to work at, but it's honest work and nobody can take that knowledge that you're doing honest work away from you. Sure, some snarky shits might take the piss out of people who work at McD's, but I agree with the sentiment - you work because you'll advance by taking the initiative, not waiting for something great or better to come by and fall in your lap.