this post was submitted on 30 Sep 2026
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McDonald's is reportedly using AI to "dynamically" price its burgers (www.engadget.com)
submitted 3 days ago* (last edited 3 days ago) by spaghettiwestern@sh.itjust.works to c/technology@lemmy.world
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McDonald's has been using artificial intelligence to dynamically price menu items in the US and some global markets, according to a report by Reuters. This involves finding the "optimal price" to match what a particular store's patrons would be willing to pay.

This fluctuates according to location, and even stores in the same city can have different cost amounts for the same exact items, according to information reviewed by Reuters. This is basically surge pricing, like with ride-share platforms, but for hockey puck burgers that have been sitting under a hot lamp.

Reuters got a look at the interface that franchisees use to access this technology and it's pretty creepy. Messages show stuff like "your restaurant is showing MEDIUM SENSITIVITY to price" based on "customer willingness to pay in your area." Cost differences at nearby locations can be stark. Researchers found that a Bic Mac at a Fresno, California store cost $5.69, but the same burger cost $6.89 at another branch two miles down the road. That's a 21 percent difference.

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[–] paultimate14@lemmy.world 47 points 2 days ago (1 children)

It isn't quick anymore either.

[–] mrgoosmoos@lemmy.ca 18 points 2 days ago (1 children)

there was ONE McDonald's that I used to still go to on road trips.

then the US threatened to take over my country, so ofc I stopped going to McDonald's. I tried to make an exception for it last year because I had to pee and I figured it would be the one place actually open at 1am for me to pee and get a coffee, but nope, closed. guess they want people to piss in the drive thru

McDonald's doesn't even offer washrooms anymore, they have literally nothing to offer me

[–] echodot@feddit.uk 6 points 2 days ago

There's no point going to McDonald's anyway because there's always a bunch of ubereats and door dashes in the way, so you can't get in.