McDonald's Delivery Fees Vary Widely in NYC Experiment

Reporters find inconsistent and opaque pricing for Big Mac meals ordered through Uber Eats

Mar. 15, 2026 at 8:33am

Got story updates? Submit your updates here. ›

A group of Business Insider reporters in New York City ordered the same Big Mac meal from the same McDonald's location through Uber Eats and found that the delivery fees they were charged varied by as much as 20 cents, despite the orders being placed at the same time. The reporters were unable to discern any clear pattern or rationale for the price differences, highlighting the growing prevalence of personalized, algorithm-driven pricing tactics used by delivery platforms and retailers.

Why it matters

This experiment sheds light on the increasingly common practice of 'surveillance pricing', where companies leverage customer data and algorithms to set individualized prices. While the 20-cent difference may seem minor, it points to a larger trend of reduced price transparency and the ability of businesses to extract more revenue from consumers through dynamic, opaque pricing models.

The details

The reporters placed the same order - a Big Mac meal with medium fries and a drink - from the same McDonald's location in Manhattan. Despite the identical orders, the total bills varied by 15 to 20 cents, with the differences stemming from varying delivery fees charged by Uber Eats. Some customers were charged a $3.25 service fee, while others paid as much as $3.45, with no clear pattern or explanation from Uber for the price discrepancies.

  • The reporters placed their orders on the same day earlier this year.

The players

Uber

The ride-hailing and delivery company that operates the Uber Eats platform, which was used by the reporters to order the McDonald's meals.

New York State

Lawmakers in New York have passed a law requiring companies to disclose when they are using personalized, algorithm-driven pricing models.

Oren Bar-Gill

A professor of law and economics at New York University who comments on the prevalence and opacity of algorithmic pricing practices.

Lindsay Owens

The executive director of the Groundwork Collaborative think tank, which has studied evidence of personalized pricing by companies like Instacart.

Arnab Sinha

The head of the pricing practice at Boston Consulting Group, who warns that overly aggressive or unfair pricing tactics can lead to public backlash.

Got photos? Submit your photos here. ›

What they’re saying

“The company says that while its fees can vary, any differences are 'never based on a user's personal characteristics.'”

— Uber spokesperson (Email to Business Insider)

“Part of the reason I think that it was so compelling was precisely that it was an experiment and not something more sophisticated. We were all sort of unwitting lab rats in the end.”

— Lindsay Owens, Executive Director, Groundwork Collaborative (Business Insider)

“You have to be really careful. If it starts becoming unfair, there will be public backlash.”

— Arnab Sinha, Head of Pricing Practice, Boston Consulting Group (Business Insider)

What’s next

The reporters plan to continue monitoring the pricing practices of delivery platforms and retailers, as well as any regulatory or legislative efforts to address concerns around algorithmic and personalized pricing.

The takeaway

This experiment highlights the growing prevalence of opaque, algorithm-driven pricing models that can result in inconsistent and seemingly arbitrary prices for consumers. While companies argue these practices can benefit customers, the lack of transparency raises concerns about fairness and the potential for exploitation through information asymmetry.