A flagship McDonald’s burger, now at the center of antitrust scrutiny
McDonald’s has introduced an AI-driven pricing platform to help franchisees estimate customer willingness to pay. Reuters reports it has widened price gaps for the same items across nearby stores, though McDonald’s says the tool offers suggestions, not real-time price setting. Some franchisees say they feel pressured to adopt the system as inflation hits costs.
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.