Dayton, OH — McDonald’s is pushing franchisees toward an AI pricing engine that recommends Big Mac prices based on local data and “customer willingness to pay,” and one Ohio man says the system clocked him the moment he walked in wearing loafers.
“I just wanted a combo,” said Gary Softsole, 41. “The board said one price, then the register said another. The cashier whispered, ‘It likes your shoes.’”
Internal pressure to follow the AI’s suggestions has franchisees arguing that algorithm-set menus can change by location — and, Softsole insists, by vibe. Pricing consultant Samuel Escargot called the approach “dynamic hospitality.” “If you look solvent, the sandwich looks premium,” he said. “It’s not personal. It’s predictive.”
Softsole paid the higher total, ate in the car, and put on sneakers before a second visit “for science.” The price, he claims, dropped forty cents. McDonald’s has said franchisees still set final prices and the tool is only a recommendation.
As of this report, Softsole was comparing receipts and considering a third trip in flip-flops, “just to see if the AI offers me a sympathy fry.”
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