Market segmentation through user profiling and individualized discounts based on the entire order, making it hard for people to tell if they are being treated "

Market segmentation through user profiling and individualized discounts based on the entire order, making it hard for people to tell if they are being treated "fairly." Get more people to use McD's app. When they order, give them a personalized coupon giving you a discount. The discount is different for everyone. Use the response rate, plus information about your buying habit (always buys a family-sized order on Fridays) to optimize the discount. Raise the non-app prices so the people using the app think they got a deal ... while the overall price is on average higher than if McD's had flat rates for everyone. People tend to think flat rates are more fair when the services are identical, and get pissed off when they find it isn't.