AI may be pricing your Big Mac

AI Summary

McDonald’s is using AI to help set menu prices at restaurants in the United States and some other markets, with Big Mac prices varying between nearby locations. The strategy could increase profits but risks customer backlash and antitrust scrutiny.

McDonald’s is using artificial intelligence to help set menu prices across the U.S. and some global markets, a plan that aims to boost profit but risks alienating customers and attracting antitrust scrutiny. The price of a Big Mac can vary from one restaurant to another just a couple miles away, even if they are owned by the same franchisee.