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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[–] EmilieEasie@fedinsfw.app 64 points 4 days ago* (last edited 4 days ago) (2 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.

[–] acosmichippo@lemmy.world 11 points 4 days ago* (last edited 4 days ago) (2 children)

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

[–] Zarobi@aussie.zone 8 points 3 days ago (1 children)

It's sad but true… drive through still full in my area. I often find McDonald's trash polluting the parks and sidewalks. What's the point of the "paper" cups when they're lined with plastic or something that causes them to never decompose?

[–] bedwyr@piefed.ca 5 points 3 days ago

They put pfas on the paper cups, also all the wrappers your food is in.

[–] EmilieEasie@fedinsfw.app 2 points 3 days ago (1 children)

Why do you think that? I didn't say anything about current events or politics and this new AI story only confirms a decision I already made and am guessing most other people already made

[–] acosmichippo@lemmy.world 2 points 3 days ago (1 children)

most people have definitely not stopped going to mcdonalds. that's what i'm talking about.

[–] EmilieEasie@fedinsfw.app 1 points 3 days ago

That's a fine counterclaim, and we could dig into that more if you want to, but where did politics and current events come into it? AI maybe if you misunderstood my first comment but IDK about the other two at all

[–] suddenlyme@lemmy.zip 5 points 3 days ago (1 children)

We quit too and we used to go all the time. After threats to Canada we boycotted whatever we could from US.

[–] EmilieEasie@fedinsfw.app 2 points 3 days ago

I miss Canadians but honestly good, the boycotts give me a lot of hope, I love seeing people stick to their principals