{"id":35878,"date":"2026-11-03T22:18:22","date_gmt":"2026-11-03T20:18:22","guid":{"rendered":"https:\/\/ukrmedia.news\/?p=35878"},"modified":"2026-11-03T22:18:22","modified_gmt":"2026-11-03T20:18:22","slug":"mcdonalds-shi-tsiny-zapyt-kongresu-ssha","status":"publish","type":"post","link":"https:\/\/ukrmedia.news\/en\/world\/mcdonalds-shi-tsiny-zapyt-kongresu-ssha\/","title":{"rendered":"McDonald\u2019s has been accused of possibly inflating prices using AI: US congressmen are demanding an explanation"},"content":{"rendered":"<p>In the US, Senator Elizabeth Warren and four members of the House of Representatives have written to McDonald\u2019s Chief Executive Chris Kempczinski, demanding an explanation of the use of artificial intelligence in setting prices at the chain\u2019s restaurants. The lawmakers fear that the algorithms could contribute to higher food prices and price-fixing across the chain\u2019s outlets.<\/p>\n<p><strong>Key points at a glance:<\/strong><\/p>\n<ul>\n<li>Five US lawmakers are demanding an explanation regarding McDonald\u2019s algorithmic pricing.<\/li>\n<li>The company uses a system that recommends prices for individual restaurants based on market data.<\/li>\n<li>Members of Congress are concerned about possible price gouging and breaches of competition law.<\/li>\n<li>McDonald\u2019s denies that AI sets prices independently or takes customers\u2019 personal data into account.<\/li>\n<li>A response from the company\u2019s management is expected by 16 November.<\/li>\n<\/ul>\n<h2>Why has McDonald\u2019s come under scrutiny from the US Congress?<\/h2>\n<p>The reason for the appeal was a Reuters investigative report dated 29 September. It revealed that <a href=\"https:\/\/ukrmedia.news\/en\/world\/mcdonalds-myshka-kartoplia-fri-happy-meal\/\">McDonald's<\/a> uses machine learning algorithms to provide recommendations on the prices of dishes in its restaurants.<\/p>\n<p>The system analyses large volumes of data on sales, local demand and other market indicators. Based on this data, it suggests a price for each menu item at a specific establishment.<\/p>\n<p>According to Reuters, one of the factors taken into account is an estimate of how much diners at a particular restaurant are willing to pay for their meal.<\/p>\n<p>US lawmakers suggest that the use of such instruments may pose a risk of price inflation for consumers.<\/p>\n<p>The letter was signed by a Democratic senator <strong>Elizabeth Warren<\/strong> and members of Congress <strong>Greg Kasar<\/strong>, <strong>Becca Balint<\/strong>, <strong>Jes\u00fas Garc\u00eda<\/strong> \u0456 <strong>Mary Gay Scanlon<\/strong>.<\/p>\n<p>They also expressed concern that a centralised recommendation system could potentially affect price competition between restaurants owned by different franchisees.<\/p>\n<h2>Could artificial intelligence drive up the price of a Big Mac?<\/h2>\n<p>During an investigation in September, Reuters found price differences for identical products even at neighbouring McDonald\u2019s restaurants.<\/p>\n<p>Specifically, at two outlets in Fresno, California, a Big Mac cost $5.69 and $6.89 respectively. The difference was approximately 21%.<\/p>\n<p>Three franchise restaurant owners told journalists that the recommendations made by the algorithmic system had widened the price differences between individual outlets.<\/p>\n<p>However, Reuters has not established that it was the algorithm that caused the discrepancy between the verified prices.<\/p>\n<p>In a letter to the head of McDonald\u2019s, the lawmakers raised a number of questions. In particular, they want to find out whether the system uses information from the customer loyalty programme, how the company encourages franchisees to comply with its guidelines, and whether it has checked that these mechanisms comply with competition law.<\/p>\n<p>Reply from <strong>Krisa Kempchinski<\/strong> are expected by 16 November 2026.<\/p>\n<h2>How did McDonald\u2019s respond to the allegations?<\/h2>\n<p>McDonald\u2019s did not provide Reuters with a separate comment regarding the new letter from lawmakers. However, the company had previously categorically rejected the suggestion that artificial intelligence directly sets prices in its restaurants.<\/p>\n<p>It has been explained online that the algorithms merely offer recommendations, whilst the final decisions are made by the owners of the establishments.<\/p>\n<p>The company also denies using individual customers\u2019 personal data to determine the price of meals.<\/p>\n<p>According to McDonald\u2019s, pricing does not change automatically depending on the individual customer or the time of day.<\/p>\n<p>The company emphasises that taking local demand, costs and the competitive environment into account is standard practice in the restaurant industry.<\/p>\n<h2>Antitrust lawsuits have already been filed against McDonald\u2019s<\/h2>\n<p>The situation is not limited to statements by American politicians.<\/p>\n<p>Over the past few weeks, in the federal courts <a href=\"https:\/\/ukrmedia.news\/en\/world\/vybory-ssha-2026-tramp-konhres-holosuvannia\/\">USA <\/a>Two class action lawsuits have been filed, in which McDonald\u2019s is accused of possible illegal price-fixing through the use of centralised algorithms.<\/p>\n<p>The claimants allege that independent restaurants within the chain may receive guidance that restricts competition and leads to higher prices for customers.<\/p>\n<p>McDonald\u2019s denies these allegations and insists that franchisees set their own prices.<\/p>\n<p>At present, the court has not found any breaches of competition law.<\/p>\n<p>As of 3 November, lawmakers are awaiting an explanation from McDonald\u2019s management by 16 November. Meanwhile, legal proceedings are ongoing in the US to determine whether the use of algorithmic recommendations breaches competition rules.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u0423 \u0421\u0428\u0410 \u0441\u0435\u043d\u0430\u0442\u043e\u0440\u043a\u0430 \u0415\u043b\u0456\u0437\u0430\u0431\u0435\u0442 \u0412\u043e\u0440\u0440\u0435\u043d \u0442\u0430 \u0447\u0435\u0442\u0432\u0435\u0440\u043e \u0447\u043b\u0435\u043d\u0456\u0432 \u041f\u0430\u043b\u0430\u0442\u0438 \u043f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043d\u0438\u043a\u0456\u0432 \u0437\u0432\u0435\u0440\u043d\u0443\u043b\u0438\u0441\u044f \u0434\u043e \u0433\u0435\u043d\u0435\u0440\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u0434\u0438\u0440\u0435\u043a\u0442\u043e\u0440\u0430 McDonald\u2019s \u041a\u0440\u0456\u0441\u0430 \u041a\u0435\u043c\u043f\u0447\u0456\u043d\u0441\u043a\u0456 \u0437 \u0432\u0438\u043c\u043e\u0433\u043e\u044e \u043f\u043e\u044f\u0441\u043d\u0438\u0442\u0438 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\u0433\u043e\u043b\u043e\u0432\u043d\u0435: \u041f\u2019\u044f\u0442\u0435\u0440\u043e \u0430\u043c\u0435\u0440\u0438\u043a\u0430\u043d\u0441\u044c\u043a\u0438\u0445 \u0437\u0430\u043a\u043e\u043d\u043e\u0434\u0430\u0432\u0446\u0456\u0432 \u0432\u0438\u043c\u0430\u0433\u0430\u044e\u0442\u044c \u043f\u043e\u044f\u0441\u043d\u0435\u043d\u044c \u0449\u043e\u0434\u043e \u0430\u043b\u0433\u043e\u0440\u0438\u0442\u043c\u0456\u0447\u043d\u043e\u0433\u043e \u0446\u0456\u043d\u043e\u0443\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f McDonald\u2019s. \u041a\u043e\u043c\u043f\u0430\u043d\u0456\u044f [\u2026]<\/p>\n","protected":false},"author":207433355,"featured_media":35879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_description":"\u0423 \u0421\u0428\u0410 \u0437\u0430\u043a\u043e\u043d\u043e\u0434\u0430\u0432\u0446\u0456 \u0432\u0438\u043c\u0430\u0433\u0430\u044e\u0442\u044c \u043f\u043e\u044f\u0441\u043d\u0435\u043d\u044c \u0432\u0456\u0434 McDonald's \u0449\u043e\u0434\u043e \u0446\u0456\u043d, \u0440\u0435\u043a\u043e\u043c\u0435\u043d\u0434\u043e\u0432\u0430\u043d\u0438\u0445 \u0428\u0406. \u041a\u043e\u043c\u043f\u0430\u043d\u0456\u044f \u0432\u0456\u0434\u043a\u0438\u0434\u0430\u0454 \u0437\u0432\u0438\u043d\u0443\u0432\u0430\u0447\u0435\u043d\u043d\u044f \u0443 \u0437\u0430\u0432\u0438\u0449\u0435\u043d\u043d\u0456 \u0446\u0456\u043d.","rank_math_title":"McDonald's \u043f\u0456\u0434 \u043f\u0456\u0434\u043e\u0437\u0440\u043e\u044e: \u0447\u0438 \u0437\u043c\u0443\u0448\u0443\u0454 \u0428\u0406 \u043a\u043b\u0456\u0454\u043d\u0442\u0456\u0432 \u043f\u043b\u0430\u0442\u0438\u0442\u0438 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