this post was submitted on 30 Sep 2026
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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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[–] HubertManne@piefed.social 7 points 6 hours ago

the price went to high two years ago or more for all fast food.

[–] RedGreenBlue@lemmy.zip 2 points 4 hours ago

This stuff will drive people out of stores.

[–] jtrek@startrek.website 4 points 5 hours ago (1 children)

I will continue to avoid McDonald's. Not going to break a no-meat streak for a shitty burger.

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[–] Pratai@piefed.ca 9 points 7 hours ago (2 children)

It cracks me up to see all the people boycotting McDonalds over this nonsense, then they go watch AI slop on YouTube for hours.

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[–] mesamunefire@piefed.social 1 points 4 hours ago

Heh Fresno. That doesn't surprise me at all.

[–] Brkdncr@lemmy.world 4 points 6 hours ago (4 children)

Can someone smarter than me explain what end game dynamic pricing looks like? I feel like supply/demand will move the price of essentials up as wealthy people buy items at higher prices. It eill be easier for a company to make 200 roles of toilet paper a year and sell them for $10k as an extreme example.

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[–] frustrated_phagocytosis@fedia.io 5 points 6 hours ago (3 children)

How much ai they churning through for this? Is the return worth it?

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[–] mira_tokarev@lemmy.1095.me 3 points 6 hours ago

The bigger issue is the feedback loop: a model trained on willingness-to-pay signals can turn temporary local differences into a self-reinforcing pricing policy. If companies use this, I’d want clear disclosure, a way to compare nearby prices, and some guardrails against using proxies for income or neighborhood demographics.

[–] Zwuzelmaus@feddit.org 3 points 6 hours ago

We should resist such practise!

I do not say to simply avoid them, because that means they can get away with this shit!

Go there and discuss their floating prices. Ask them what this is, why they are doing such shit. Tell them that you won't accept it. Steal them their time and nerves.

McD is a centralized company. They are going to recognize what the ~~cattle they feed~~ general public is doing, and they are going to calculate exactly what this public reaction costs them.

[–] NathanRanch@lemmy.zip 2 points 5 hours ago

I've noticed this myself. Always a good time for a break.

[–] ShredderFeeder@shredderfood.net 1 points 6 hours ago

They should do it based on the make/model/value of the car in drive through. That will end that shit right quick.

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