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 7 hours ago* (last edited 7 hours 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€“] EmilieEasie@fedinsfw.app 41 points 5 hours ago* (last edited 5 hours ago) (1 children)

I'm so glad I quit going. And if I quit going, pretty much everyone has

I had one of those less than stellar childhoods, but I had a fantastic grandparent that would take me to McDonald's sometimes, and that was A HUGE BRIGHT SPOT for me, back when they had aquariums and play places in them? Like, until pretty recently, I was a die-hard fan. I WANTED to like them. What they actually tasted like almost didn't matter, the SIGHT of the yellow arches made me start to think about what being loved by a trusted adult feels like.

They had to WORK TO LOSE ME as a customer rather than the other way around. And they still managed.

[โ€“] acosmichippo@lemmy.world 1 points 1 hour ago* (last edited 1 hour ago)

i think you underestimate how little most people care about politics, current events, AI, etc.