From an Israeli McDonald's TV ad:
Vincent: You know what they call a Quarter Pounder in Israel?
Jules: A McRoyale...
Vincent:That's right. And guess what they call the pita bread with turkey meat.
Jules: A McShuarma...
Jules: So, a guy just walks into McDonald's and says "I'll have a McShuarma, please?"
Vincent: Yeah, but they don't say "please" in Israel, alright?
No, seriously. I find it interesting that mcdonalds.co.il
calls it both a McShuarma and McShoarma in their URLs, while the Israeli blogger calls it a McShwarma. I guess it doesn't translate to the Latin alphabet