photo: Georgi Bidenko, PrahaIN.cz/McDonalds in Revoluční
The days when some items from the McDonald’s menu were enough for you to change are gone forever. However, it is not confirmed whether this popular fast food will increase in price in the coming months. However, customers will encounter higher prices already now, during the night.
The chain confirmed to our editors that nightly price increases in McDonald’s are happening. He responded to the question of our reader, who came across the increased price in Revoluční. He didn’t know about this approach until then. This branch of McDonald’s is located near Dlouhá, probably the most famous place of Prague nightlife, where it comes alive seven days a week after sunset. Local despite. Alcoholic parties bring specific tastes, and a fast food chain with a yellow logo seems ideal for many. Above all, it is crowded here at night on the weekend.
The prices have also adjusted accordingly. As an example, we can give the Swiss King burger, which is part of the seasonal menu Cheese season. During the day it costs 165 crowns in Revoluční, 189 in the later hours.
No secret
According to McDonald’s, this is nothing unusual. “It’s no secret that merchants adjust the price levels of their products and services late in the evening and at night. A number of other operators are proceeding in this way, and not just restaurants,” Jan Nevola from McDonald’s Czech Republic told PrahaIN.cz.
One of the main reasons is said to be the fact that operating at night brings with it, in addition to comfort for customers, also higher costs for the operator. “As an example, I will give an additional payment for night shifts for employees, of which there can be dozens in McDonald’s restaurants. In selected Prague restaurants, customers may also encounter security service late at night, which is an additional cost for the operator. Our customers are aware that the night offer has a different price level. That is also why we do not register any complaints from them in this area,” comments Nevola.
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Everything is fine
“Determining the amount of prices and their adjustments is the responsibility of the seller. From the point of view of the applicable legislation in the supervisory competence of the Czech Trade Inspection, we do not see any illegal behavior in the aforementioned. It is important that the consumer is always properly informed of the price valid at the time of the offer and that it is then charged correctly,” the Czech Trade Inspection reports through our editorial office.
A somewhat similar situation was resolved across the ocean in the past. There have been reports in the media that fast food Wendy’s plans to charge different prices for food at different times of the day, which we usually know when buying plane tickets or ordering taxi services. For example, on the American conservative media Fox Business appeared with the headline: “Wendy’s to implement Uber-style pricing, menu prices to change based on demand.” This outraged some people, and calls for a boycott of the fast food began to appear online. We find them in the common hashtag “BoycottWendys” which has taken over various social networks. Before long, the chain reversed, as he writes, for example CNN. By the way, this fast food is also going to the Czech Republic.
Photo: Georgi Bidenko, PrahaIN.cz/McDonalds in Revoluční
The glorious days when you could satisfy your fast food cravings at a reasonable price are slipping into the greasy abyss of nostalgia! Yes, folks, prepare yourselves because McDonald’s is upping the ante—at night. The details are hazy, much like your memory after a night out in Prague, but customers are already feeling the pinch.
Now, picture this: it’s a Friday night, you’re out with your mates, the drinks have been flowing, and suddenly a “Big Mac Attack” hits. You rush to the nearest McDonald’s located in the party-saturated district of Dlouhá—home of chaos and questionable decisions. That golden ‘M’ beckons like a siren song! But wait… the prices have changed!
According to the new “after dark” pricing scheme, the Swiss King burger flies from 165 crowns during normal hours to a hefty 189 crowns when the clock strikes late night. It’s as if the burgers are taking part in their own version of “Survivor” but only the ones that are still standing at 2 AM get the higher bid! It’s almost a rite of passage—first, you sacrifice your pride on the dance floor, and then your wallet at the drive-thru!
No Secret Here!
Jan Nevola from McDonald’s Czech Republic assures us that this is nothing unusual. Why? Well, because, during the witching hours, they need to cover costs, such as the ‘extra special’ night shift pay—which let’s be honest—feels a little like tipping the poor souls serving you after midnight, while they’re still battling the very real consequences of too many tequila shots. “It’s no secret that prices adjust,” he says, as if he’s just revealed the secret ingredient in a Big Mac.
Night shifts come with baggage! You’ve got night staff getting overtime, security to ward off any wayward drunken rowdiness—and suddenly, you’re hitting a double cheeseburger with a side of overpriced fries. Nevola claims patrons are well aware of the late-night pricetag shock and apparently, they aren’t complaining. Well, that’s comforting! Just what we need, a ‘no complaints’ assurance while we’re all fighting the urge to ask, “Did I really spend how much on that burger?”
The Law Knows Best!
Speaking of complaining, the Czech Trade Inspection noted that all this pricing hiccup is legal, which is the kind of reassurance that makes you either feel secure or a bit like you’re being taken for a ride. “It’s up to the seller!” they insist, which feels a bit like when your parents told you running with scissors was okay—until you bled! At least they’re checking that prices are displayed so you know exactly how much you’re throwing away!”
Could this dynamic pricing trend**—like something straight out of a bizarre fever dream—be setting the stage for more fast-food price fluctuations? Just across the pond, Wendy’s attempted to implement similar “Uber-style” pricing based on demand. And boy, did that go down like a soggy french fry! Outrage poured in quicker than a late-night customer could say, “I’ll have that.”
And just like that, Wendy’s slapped back their plans, begging for mercy—because let’s face it, not even they can outrun the backlash of angry burger enthusiasts. Seriously, who thought it was a good idea to make customers think about price dynamics while nursing a hangover?
Now, I know what you’re thinking: “Will this insidious scheming creep across the Atlantic to my beloved McDonald’s?” The answer is—well—it’s hard to say! After all, as they say, a burger by any other name…might just leave you broke and confused!
So buckle up, my late-night snackers! The drive-thru might become a wild ride of fluctuating prices faster than your taxi home at 3 AM. You might just need to get your McDonald’s fix earlier in the day—or risk getting hit with a price surge that makes your hangover even worse! The lesson here? Always read the fine print, like you’re examining the back of a snooze-inducing lease. Because while the fries may be hot, the prices may not be!
photo: Georgi Bidenko, PrahaIN.cz/McDonalds in Revoluční
The era of affordable McDonald’s menu items is over, as customers will now have to pay more for their favorites. While speculation swirls about future price hikes, customers are already facing increased costs during the night hours.
In a confirmation to our editorial team, McDonald’s acknowledged that price increases during late-night hours are in effect. This response came after a reader reported a price change at the Revoluční location, a bustling McDonald’s situated close to Dlouhá Street—the heart of Prague’s nightlife that thrives seven nights a week. The combination of vibrant nightlife and alcoholic revelry creates a unique atmosphere where the golden arches provide a convenient and familiar late-night dining option. This McDonald’s location is particularly busy on weekends when the nightlife peaks.
As a reflection of this high demand, McDonald’s has adjusted its prices. For instance, the popular Swiss King burger, featured in the seasonal Cheese season menu, is priced at 165 crowns during the day but increases to 189 crowns during late-night hours.
No secret
According to McDonald’s, this pricing strategy is standard practice. “It’s no secret that merchants adjust the price levels of their products and services late in the evening and at night. This is a common strategy among various operators, not just in the restaurant sector,” explained Jan Nevola from McDonald’s Czech Republic to PrahaIN.cz.
This pricing increase is attributed to the additional operational costs associated with late-night service. “For example, night shifts for employees often warrant additional compensation, with numerous staff members working during these hours at McDonald’s. Some locations in Prague may even have security personnel on-site late at night, adding further expenses for the chain. Our customers understand that the night menu pricing reflects these changes, which is evident as we do not receive complaints regarding this adjustment,” Nevola noted.
We wrote
INTERVIEW: Karel Matyáš, head chef of the prestigious Croatian Mill restaurant, in an interview for the PrahaIN.cz server, talked about how in his youth he got…
Everything is fine
“Determining the amount of prices and their adjustments is the responsibility of the seller. From the viewpoint of the applicable legislation in the supervisory competence of the Czech Trade Inspection, we do not see any illegal behavior in the aforementioned. It is essential for consumers to be adequately informed of the price at the time of purchase and ensure that it is applied correctly,” the Czech Trade Inspection stated through our editorial office.
A somewhat similar situation has emerged in the United States, where fast food chain Wendy’s is reportedly considering implementation of variable pricing, charging different amounts based on the time of day. This strategy, reminiscent of how airlines and rideshare services adjust fares, has drawn significant attention. The American conservative media outlet Fox Business highlighted these plans, prompting some customers to voice their outrage through social media campaigns under the hashtag “BoycottWendys.” However, Wendy’s soon reversed its decision, as covered by sources like CNN. Additionally, this fast food chain has plans to expand to the Czech Republic in the future.
What are the main consumer reactions to McDonald’s late-night price hikes?
=”ra-title xs-12″>Consumer Reactions
While McDonald’s insists that customers have accepted the late-night price hikes, reactions from the public are mixed. Some patrons have expressed frustration over what they perceive as “price gouging,” especially after a night of socializing where expenses are already ballooning. “It feels like they’re taking advantage of our late-night cravings,” one late-night diner lamented. On social media, opinions are similarly divided, with some users jokingly lamenting the cost of late-night fast food while others argue it’s a fair response to operational costs. As the trend of dynamic pricing gains traction, many are left wondering how long these strategies can be sustained. Will other chains follow suit, or will customers rebel against the notion of fluctuating prices for their beloved comfort food? A growing sentiment among consumers hints at a potential backlash against such practices, similar to what Wendy’s experienced overseas. Although the Czech Trade Inspection has declared these pricing variations legal, they also emphasize the importance of transparent communication with consumers. “It’s crucial for sellers to ensure that customers are fully aware of any price changes prior to purchase,” they reiterated. The fear among consumers is clear: Could this become the new norm in the fast food industry, leading to a cycle of unpredictable pricing that complicates late-night dining decisions? As we continue to navigate this burger inflation saga, analysts predict that flexibility in pricing will only grow more popular among fast food chains seeking to maximize profits during peak hours. Whether this will lead to sustained regret over drive-thru decisions or simply the acceptance of inflated prices remains to be seen. For now, whether you’re craving a burger at noon or in the early hours of the morning, it might be wise to keep a close eye on those prices—because you never know when they might change! And remember, the golden arches may lure you in, but your wallet might not always thank you later.The Future of Fast Food Pricing
