Anyone can follow a recipe, that doesn't mean cooking is easy.
The 'excellence' in the job is going beyond what's expected. I mean, knowing how to handle customers. Knowing where they're looking at the menu, at each other, looking for help, wanting you to remain quiet, knowing when to intercede with a joke, etc.
It's knowing how to help new customers (not a real problem at McDonalds per se, but at the Chinese restuarant was different), recognize and converse with regulars, handling rude customers. It's memorizing the prices, knowing how to save them money and still maintain a good profit for you company.
Sure, anyone can just do what they're asked and the technical skills are nothing. But the same is true for many professions even. Finding people that understand the depth of the job, understand the effort and practice it takes and doing it?