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submitted 17 hours ago* (last edited 17 hours ago) by spaghettiwestern@sh.itjust.works to c/technology@lemmy.world

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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[-] Miller@lemmy.world 100 points 12 hours ago

Dynamic pricing nudges the price to the maximum a customer can afford which temporarily maximises profits but creates in the mind of the customer a feeling of being relentlessly over charged and eventually and long-term they won't come back.

[-] CalemitousVariantK@lemmy.world 1 points 43 minutes ago

That and the food.

[-] acosmichippo@lemmy.world 24 points 11 hours ago* (last edited 11 hours ago)

that’s where the app deals for free french fries every 3rd tuesday in February comes in. now you really got em!

[-] Meron35@lemmy.world 14 points 8 hours ago

Those app deals are customised per customer as well. Basically a gacha but for McDonald's.

[-] Serinus@lemmy.world 34 points 12 hours ago

You'll profit early though. Usually people don't leave when they see high prices. They just pay it once and are much more reluctant to ever return.

[-] cardboardboxfort@lemmy.world 0 points 4 hours ago

I don't like vendors who think they can take advantage of me for a few extra bucks because of what they see (isn't that a form of prejudice?)

Same with haggles at flea markets or garage sales. If you don't label your prices I'm immediately not interested. I'm a demographic that looks "put together" and thus "wealthy" when in reality I'm basically broke and would file for bankruptcy if it'd clear my debt.

So when I come across a haggler (usually an old guy or a foreigner from a country that has a culture of haggling) I tend to avoid them because I don't enjoy that process. Thats why America came up with price tags and fixed pricing for stuff. Way less hassle. Only idiots really savor the process of haggling. It sucks.

[-] kent_eh@lemmy.ca 3 points 3 hours ago

Only idiots really savor the process

Strong "I don't like a thing, therefore nobody should" vibes there buddy...

[-] cardboardboxfort@lemmy.world 2 points 3 hours ago

Cool. Glad I'm on an opinion forum and not a member of a legislative body that makes laws that apply to everyone.

[-] kestrel7_7@lemmy.world 0 points 3 hours ago* (last edited 3 hours ago)

Nah dude, haggling rules. I get and respect your attitude that you don’t like it, because you’re coming from a place of fairness and transparency. But haggling isn’t about ripping people off—quite the opposite, it’s about finding a deal that both parties are happy with. It’s also more important in some cultures than others, e.g. to some people not haggling is actually rude.

The secret is that you can still haggle when there are price tags and fixed prices. You can ask for discounts, etc. I’ve successfully haggled my rent down! There are no rules! It’s basically a socially acceptable form of social hacking.

If haggling is idiotic, then I’m saving too much money to not be idiotic.

[-] cardboardboxfort@lemmy.world 2 points 3 hours ago

There are no rules!

That isn't great when it cuts both ways. I'll stick with fixed pricing and enforceable tenant protection laws. Rules are there for a reason.

[-] kestrel7_7@lemmy.world 1 points 2 hours ago* (last edited 2 hours ago)

I mean yeah, I basically got sick of landlords arbitrarily raising rents, and so I eventually started negotiating back with them, and it worked way better than I expected.

I would dramatically prefer a system of transparent rent control, but sadly there are no rules like that where I live.

this post was submitted on 30 Sep 2026
523 points (98.5% liked)

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