A flagship McDonald’s burger, now at the center of antitrust scrutiny
McDonald’s and Burger King are using pricing tools and hospitality-driven branding to boost value and customer engagement. Reuters reports AI-assisted pricing prompts debate over differences in identical menu items across locations, while Chick-fil-A leans on hospitality as growth persists. The trend tests how much customers will pay and how franchisees respond amid inflation.
Lawsuits allege McDonald’s uses an AI-augmented pricing system that shares nonpublic sales data across franchises to set menu prices, a claim McDonald’s denies, saying pricing decisions remain with franchisees. The suit seeks class-action status and damages.