McDonalds totally gets it.
They have a Russian language website up for McDonalds at
which illustrates both their capabilities as a brand to manage their local presence, as well as a sophistication in leveraging the new promise that IDN holds.
For a person in Russia who does not speak English or work with an English style keyboard, someone is now able to visit the website using their natural language and no special mode conversion keystrokes while typing.
Nicely done, McDonalds!