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.
I’m gonna start logging onto the app, filling in a cart and then not checking out.
Might stop into the kiosks and do that too when I’m passing one.
Drive down the costs for the people who need it.
Or maybe just uninstall it and incentive others to eat elsewhere.
I use it for ill. And occasionally it saves me money on long ass road trips where I don’t have time for anything else.
I also use Waze to report non-existent cops on my street that gets used as a quarter mile drag strip shortcut all today long.