McDonald’s in South Korea recently confirmed its implementation of a dual pricing strategy. In this strategy, the cost of items ordered for delivery exceeds those available in-store.
This pricing policy was disclosed on Wednesday on McDonald’s delivery platform, Baedal Minjok. It highlights that items like the Big Mac set cost 8,500 KRW ($6.37) when delivered—1,300 KRW ($0.99) more than the store price.
This comes after several restaurants and delivery apps faced criticism for failing to adequately inform consumers about the price differences, which some argued that it limited consumers’ ability to make informed choices.
For example, the price of the Big Mac set, McDonald’s signature menu item, is 8,500 KRW ($6.37) for delivery, which is 1,300 KRW ($0.99) higher than the in-store price.
As delivery costs have risen, the dual pricing system has become more common across the franchise industry.
Lotteria also revived its dual pricing system on Tuesday, raising delivery menu prices for the first time in three years. When ordering for delivery at Lotteria, individual menu items are about 700 to 800 KRW ($0.53 to $0.60) more expensive, while set menus increase by around 1,300 KRW ($0.99). KFC adopted the dual pricing system in March, followed by Popeyes in April.
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