Well first the price is built to entice you to get a value meal. Second, there's a non-insignificant time for labor on making the Big Mac + we all know that th

Well first the price is built to entice you to get a value meal. Second, there's a non-insignificant time for labor on making the Big Mac + we all know that the cost of beef is increasing quite a bit overtime. And while McDonalds are expert at logistics, you could argue that they have been expert for so long now that they already got all the savings they could have gone many years ago. At the end of the day, it's expensive beef, with a labor shortage. I'd find it surprising it didn't increase more.