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.
The bargain with fast food was that it was shitty for you, but it was quick, cheap, and tasted good. Now it’s even WORSE for you, costs as much as an actual meal, and increasingly tastes like garbage. What exactly are people trading off now?
It isn’t quick anymore either.
there was ONE McDonald’s that I used to still go to on road trips.
then the US threatened to take over my country, so ofc I stopped going to McDonald’s. I tried to make an exception for it last year because I had to pee and I figured it would be the one place actually open at 1am for me to pee and get a coffee, but nope, closed. guess they want people to piss in the drive thru
McDonald’s doesn’t even offer washrooms anymore, they have literally nothing to offer me
There’s no point going to McDonald’s anyway because there’s always a bunch of ubereats and door dashes in the way, so you can’t get in.
A burger-fries-drink is the same cost as the most amazing local shawarma and drink or the freshest ban-mi from the local Vietnamese resto.
I keep being amazed when we go out once a month for a sit down dinner and it’s only $5 more a head than fast food.
More reasons to not eat McDonalds. It sure seems like they are trying to shift from being a hamburger chain into full real estate company and are trying to sabotage their weaker franchises so they can cash out the properities PE style.
Every franchise is, and has been, a real estate company first.
No, corporate owns most of the stores property then leases that to franchise owners. If one wanted to liquidate some of the property they owned and downsize operations they’d have to kick out the franchise owners first.
McDonald’s corporate is the franchise owner/franchisor. The franchisees lease and operate the stores.
For the price of one decently sized McDonald’s meal here in Australia (about $16) I can comfortably feed myself for a week of healthy, filling dinners, and maybe lunches too, using staple foods and in-season veg.
It wouldn’t surprise me if they had some super addictive drug in there
Fat, sugar and salt can totally be addictive.
For sugar, it seems to be more effective than cocain if you want to make some food addictive…
https://journals.plos.org/plosone/article?id=10.1371%2Fjournal.pone.0000698