this post was submitted on 30 Sep 2026
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243
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€“] Kekzkrieger@feddit.org 4 points 2 hours ago (1 children)

I mean it's peoples fault really. They let them get through with this. Shit food, shit prices, smaller portions etc and people still queue to get a burger.

Unfortunately things will get shittier because people are just too careless about these things so we can't have nice things.

[โ€“] foo@feddit.uk 2 points 59 minutes ago

Absolutely. If people accept it they'll keep doing it.

However, if they're departing from a straightforward price tag where prices are consistent and pre-agreed, it sounds like we're going back to the time of bartering. Anywhere that implements this, customers should be prepared to say no at the till. They might backtrack on this when customers with a huge trolley pull up at the checkout and then refuse to pay because they disagree with the amount.