McDonald’s has rolled out a machine‑learning pricing engine that scans data from every transaction at its 14,000 U.S. and select global locations, and produces an “optimal price” for each item at each outlet.
The system has widened price gaps, with a company‑run Fresno, California outlet charging $5.69 for a Big Mac while a rival store two miles away lists the same sandwich at $6.89—a 21% premium, according to September app data.
Franchisees say the chain is pressuring them to adopt the tool: a June document shows McDonald’s tracking deviations from the engine’s recommendations, and an internal January memo mandates “constructive engagement” with approved pricing consultants.
The move has drawn scrutiny from franchise owners and regulators; the U.S. Federal Trade Commission is expected to examine the practice in the next quarter, while McDonald’s maintains the system is merely advisory.