Value Menu: McDonald’s Adds Surge Pricing For People Crying In Drive-Thru
The chain said late-night sobbing demand has created pricing pressure around fries, Coke, and being asked to pull forward.
McDonald's has added drive-thru surge pricing for customers crying in the car.
The system uses camera data, order history, windshield posture, and the specific silence after "anything else?" to determine whether a customer is in a vulnerable enough state to pay $9.49 for fries.
"Late-night demand is highly variable," said U.S. pricing director Carla Hent. "A person ordering a McFlurry after soccer practice is different from a person ordering one with mascara on their steering wheel. The model understands that."
Customers flagged as actively crying may see temporary increases on fries, fountain drinks, and the second cheeseburger they pretend is for someone else.
McDonald's said the feature improves value by charging customers exactly what the moment can bear.
