McDonald's Denies AI Dynamic Pricing Report as 'Speculative'
McDonald's pushes back on Reuters report that it uses AI to dynamically price menu items in the US and global markets, calling the story speculative and uninformed.
McDonald's is disputing a Reuters report that it has been using artificial intelligence to dynamically price menu items across the United States and some global markets. The company called the reporting speculative and uninformed, according to engadget.com.
McDonald's also said its pricing portal is a tool, not a mandate, pushing back on the suggestion that franchisees are required to follow algorithmic price recommendations.
The company has been using some version of this pricing technology since at least 2019, according to Reuters. In 2023, CEO Chris Kempczinski told investors the company had developed proprietary tools to evaluate pricing at individual restaurants.
The platform drew attention after it suggested a Connecticut franchisee charge $18 for a single Big Mac. The recommendation went viral and led to an ongoing lawsuit.
Quick answers
What did Reuters report about McDonald's pricing?
Reuters reported that McDonald's has been using AI to dynamically price menu items in the US and some global markets.
How did McDonald's respond to the report?
McDonald's called the reporting speculative and uninformed, and said its pricing portal is a tool, not a mandate.
How long has McDonald's used this pricing technology?
According to Reuters, McDonald's has been using some version of the technology since at least 2019.