I saw a bit of this in Europe. I thought the reverse was funny too - in Scotland, they would advertise that if you bought a drink at Burger King, they'd add 0.50 pence to your pay-as-you-go plan. But beyond just fast food, you could pay for lots of things with a mobile phone, and then you could add more money to it at most ATMs. I thought it was pretty cool... I never used it, but I thought it was cool.
[somewhat more off-topic]Their "chip 'n PIN" credit card system was also pretty advanced though. I wonder why they've got that and the US is still on this easily-stolen signature based system. It was a pain when they wouldn't take a US credit card.
http://en.wikipedia.org/wiki/Chip_and_PIN