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 2 days ago* (last edited 2 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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[–] Joelk111@lemmy.world 6 points 2 days ago (2 children)

Does it taste nice? I quit fast food 3 years ago but of all the things they serve, I don't miss their burgers. Their fries and nuggets maybe, but I never want a McDonald's burger. They just aren't good at all, not by any metric.

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

About once a year I'll convince myself fast food is a good idea. I always feel ill for a day after. Idk if it's the mega sodium or the ultra processed grease, but I just feel queezy.

[–] Joelk111@lemmy.world 1 points 2 days ago

What's even more weird is that going somewhere that isn't a chain, like a local burger joint, doesn't make me feel as bad. Maybe it's all in my head or maybe the food is that much better.

[–] rockSlayer@lemmy.blahaj.zone 1 points 2 days ago (1 children)

I kinda miss ordering a double quarter pounder big mac, but otherwise not worth it for many reasons

[–] Joelk111@lemmy.world 1 points 2 days ago

I mostly miss the fries tbh. Fortunately a brewery near me has the bombest fries I've ever had, but sometimes you do just want those garbage McDonald's fries.