McDonald's Pricing

McDonald’s is facing a federal lawsuit that alleges its AI-enhanced pricing tool violates antitrust laws because it shares nonpublic data with competing franchisees. The lawsuit was filed on Friday in Illinois. It claims that the McDonald’s platform collects data that franchises competing in the same market wouldn’t normally share, like store-level sales. The lawsuit was filed on behalf of a consumer who said he noticed different prices at McDonald’s restaurants near his home. McDonald's said Tuesday that the lawsuit is “filled with inaccuracies” and it will vigorously defend itself. The Chicago-based company said the tool is optional, and ultimately franchisees are responsible for setting prices. Frachisees own 95% of U.S. McDonald's.

Traffic at U.S. McDonald’s restaurants fell during the third quarter as customers struggled …