GoKawiilMcDonald's Uses AI System to Set Burger Prices Store by Store, Reuters Finds
According to a Reuters investigation, McDonald's is using machine learning models that analyze millions of daily transactions to generate an 'optimal price' for menu items at nearly 14,000 US restaurants. Reuters found a Big Mac priced at $5.69 at one Fresno location and $6.89 at another just two miles away, a 21 percent difference, with three franchisees saying the AI tool has widened price gaps between nearby stores.