A lawsuit says McDonald's AI is quietly hiking your burger prices
- US restaurants
- 14,000
- 95% franchised
- Pricing tool
- 10+ yrs
- McDonald's says
A federal lawsuit filed on Friday in Illinois accuses McDonald's of “algorithmic price-fixing”. It says the company's AI-enhanced pricing tool pools store-level sales data that rival franchisees would not normally share, and blames it for pushing up US menu prices.
The case was brought for Michael Thomas of DeKalb, Illinois, a regular who orders a Quarter Pounder with cheese, fries and a Coke and noticed different prices at nearby stores. It asks the court to make it a class action.
McDonald's says the suit is “filled with inaccuracies” and that franchisees, not AI, set menu prices. It says the optional tool has been offered for more than a decade.