Post #4948587 · Elektrine

@spaghettiwestern@sh.itjust.works

2026-09-30 00:23 UTC

McDonald's is reportedly using AI to "dynamically" price its burgers 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.

Replies (8)

@RedGreenBlue@lemmy.zip 2026-09-30 03:30

This stuff will drive people out of stores.

Open ##4948586
@bdot@lemmy.world 2026-09-30 03:44

McDoubled in price

Open ##4948843
@GreenBeard@lemmy.ca 2026-09-30 02:43

Anyone with any sense and other options stopped eating there a long time ago. I feel bad for those who literally live where there’s no other viable option, mostly because it will rapidly make the last possible option non-viable. I have zero sympathy for those with good alternatives that don’t walk away. The company ran its course. Let it burn.

Open ##4949052
@chunes@lemmy.world 2026-09-30 04:07

So if I have no income, dynamic pricing will set the price to free, right?

Open ##4949210
@Brkdncr@lemmy.world 2026-09-30 02:02

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.

Open ##4949239
@mctoasterson@reddthat.com 2026-09-30 01:28

My house is literally a 3 minute walk from a McDonalds and I don’t eat there at any price. Use AI to model that, fuckers.

Open ##4949558
@xenomor@lemmy.world 2026-09-30 04:30

I cannot get over the fact that McDonalds charged me $7.50 for a sausage egg biscuit with cheese the other day.

Open ##4949782
@frustrated_phagocytosis@fedia.io 2026-09-30 01:18

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

Open ##4949844