McDonald's pushes AI 'willingness to pay' pricing: Big Mac $5.69 vs $6.89 two miles apart
justalexoki · x · 2026-10-02
Per Reuters, McDonald's is pushing franchisees toward an AI pricing algorithm spanning its 14,000 US restaurants that estimates local 'customer willingness to pay' and even factors in rivals' public prices.
- In Fresno, CA, a Big Mac costs $5.69 at one store and $6.89 two miles away; franchisees say the algorithm has widened same-neighborhood price gaps
- Franchisees retain final say; a McDonald's spokesperson said the tool only suggests prices, not real-time, calling the report misleading
- Wendy's and Burger King say they don't use AI pricing; the practice draws 'surveillance pricing' criticism from regulators and customers
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