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 2 days ago* (last edited 2 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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[โ€“] Regrettable_incident@lemmy.world 3 points 2 days ago (1 children)

At least where I live, what they cost is 'way too much'. You can get a meal from a decent restaurant for the same price, and their burgers have shrunk considerably.

[โ€“] Buddahriffic@lemmy.world 2 points 2 days ago

I remember even when I still thought I liked them, I'd never feel satisfied after finishing a meal. For a while I mistook that for meaning I liked the food. Like "oh I just had one but want another already, must be good". But no, I think now that it was just a sign of my body being well aware that it didn't have enough nutritional value to meet its needs.

I've had other occasions where I'll finish a combo and wish I had more with other fastfood places, but it's not a constant experience like it was with McDonald's.

Hell, that time they did that 2 big macs for $2 (just the burgers) deal, I bought 4 of them. I was full by the end of the 3rd and gave the 4th away but still wasn't satisfied, I just couldn't physically fit any more in my stomach.

Anyways, all that to say that any price is "too much" for those empty calories. But yeah, it used to be ok for "something quick and cheap to put in your stomach on a long drive" but even that is no longer the case.