---
title: "McDonald's uses AI to suggest the price of the Big Mac by restaurant, and customers are not impressed — Marsanne Studio AI watch"
description: "McDonald's uses AI to adjust menu prices by restaurant in the United States, drawing criticism from customers and franchisees."
url: "https://marsanne.studio/en/ai-watch/mcdonald-s-uses-ai-to-suggest-the-price-of-the-big-mac-by-restaurant-3db99e/"
lang: "en"
---

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Analysis · 4 October 2026

# McDonald's uses AI to suggest the price of the Big Mac by restaurant, and customers are not impressed

Original title, in Spanish: “McDonald's está usando la IA para sugerir el precio del Big Mac en función del local. A sus clientes no les está gustando”

**Publication**

Xataka (Spain)

**Author**

[Eva R. de Luis](https://www.xataka.com/autor/eva-rodriguez)

**Published on**

4 October 2026 · read in the page structured data

## Summary

According to Reuters, McDonald's is using artificial intelligence to guide its menu prices in the United States and some international markets. The system, run by Tiger Analytics, analyses millions of daily transactions across nearly 14,000 restaurants to generate an "optimal" price for each outlet, based on the price sensitivity of local customers and the prices of competitors such as Wendy's or Burger King. A Big Mac can thus cost 21% more at one restaurant than at another a few kilometres away. McDonald's says its franchisees remain free to set the final price, as the tool is only a recommendation. Some franchisees nonetheless say they feel pressure. Competition authorities are monitoring this type of algorithmic pricing, particularly after precedents such as RealPage in the United States.

Summary based on the full text of the article.

[Read the article on Xataka →](https://www.xataka.com/aplicaciones/mcdonald-s-esta-usando-ia-para-sugerir-precio-big-mac-funcion-local-a-sus-clientes-no-les-esta-gustando)

## Figures cited

-   21 %
    
    Big Mac price difference between two nearby McDonald's restaurants
    
    Fresno, California, United States
    
    > « el mismo Big Mac pasaba de costar 5,69 dólares en un local de Fresno (California) a 6,89 en otro situado a unos tres kilómetros. Un 21% más en función de donde entres. »
    
    Source: Reuters
    
-   14,000 restaurants
    
    Number of McDonald's restaurants covered by the pricing system
    
    United States
    
    > « el sistema analiza con aprendizaje automático los datos de millones de transacciones diarias en casi 14.000 restaurantes para generar "el precio óptimo" de cada producto en cada local »
    
    Source: Reuters
    
-   28 %
    
    Increase in margins at German petrol stations using duopoly pricing software
    
    Germany
    
    > « este de gasolineras alemanas en duopolio que usaron software de precios, lo que se tradujo en márgenes un 28% más altos »
    

## Classification

**Country**

United States

**Company size**

Large companies

**Industries**

Tourism, hospitality, catering · Retail and distribution, e-commerce

**Companies**

Burger King (cited), Wendy's (cited), RealPage (cited), Tiger Analytics (supplier), McDonald's (deploys AI)

**Keywords**

algorithmic pricing, fast food, franchising, dynamic pricing, mcdonald's

Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Xataka and its author. Entry translated from French by Claude Sonnet 5.5.