If you’ve been feeling like your go-to McDonald’s order is lowkey getting way more expensive, you’re not alone. A fresh class-action lawsuit filed in a Chicago federal court is coming for the golden arches, accusing the company of using a secret AI tool to coordinate pricing across independently owned franchises.
Real talk: McDonald’s has always maintained that individual franchise owners set their own menu prices. But the lawsuit, kicked off by an Illinois local named Michael Thomas, claims that this so-called AI "optimization" platform is actually a way for stores to share nonpublic data and effectively price-fix. The complaint argues this setup is inflating costs for people who are already struggling to keep up with the economy.
The price gap is real
It’s giving major inconsistency. Take Chukwama Okeke, who pointed out that a value meal in Manhattan will set you back about $15, while that same order in Brooklyn is closer to $9. He isn't the only one noticing that the vibes are off depending on the neighborhood. Meanwhile, McDonald’s is hitting back hard. A company spokesperson called the claims "filled with inaccuracies," adding that their AI tools don’t automate or fix prices in any way—they’re just there to help franchisees make informed business moves.
The fallout
This isn't the first time McDonald's pricing has been under the microscope. Remember that viral $18 Big Mac meal from 2023? That owner actually claimed an AI tool suggested that price point. Plus, a 2024 company fact sheet showed that menu prices climbed about 40% between 2019 and 2024. As legislators across the country start looking into algorithmic price-fixing, it's clear the plot thickens for the fast-food industry.
Why it matters
This case could be a major turning point for how AI is used in the retail and food sectors. If the court finds that these tools are being used to coordinate prices instead of just providing "information," it could change the game for how major chains handle costs—and hopefully bring those menu prices back down to earth.
