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 4 days ago* (last edited 4 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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[–] AAA@feddit.org 2 points 3 days ago (1 children)

The problem is this sounds like a job to do it regularly just to throw off their algorithm.

[–] GamingChairModel@lemmy.world 1 points 3 days ago (1 children)

Yeah, you're probably right. Still, if big tech's ad behavior (ads for stuff you've already bought, ads for things you'd never buy but might have looked up information about for non-consumer reasons) is any indication, I'm not actually sure they're using really sophisticated techniques here that can't be thrown off by one-off bored sessions.

[–] AAA@feddit.org 1 points 2 days ago

Got a point there. If it's equally sophisticated it may be tricked easily.