McDonald's Denies AI-Driven Menu Pricing Amid Price Gaps and Investor Concerns

McDonald's has issued a statement denying allegations that its artificial intelligence (AI) system sets menu prices for customers. The company claims its analytical tools provide restaurant operators with non-binding recommendations based on local economic data, but pricing authority remains with franchisees.

In an official statement, McDonald's emphasized the importance of partner autonomy and stated that there is no personalized or fluctuating pricing at the customer level.

However, a recent Reuters report found significant price gaps within the same US market. For example, two locations in Fresno, California charged about 21% more for a Big Mac than each other, $5.69 versus $6.89.

The dispute arrives at a challenging time for American fast food operators, who are struggling with rising labor and rent costs, as well as increasingly price-sensitive diners.