公開日：2026-10-05

The same Crunchwrap Supreme costs $4.69 at one Houston Taco Bell and $7.19 at another

As fast food pricing becomes more data-driven, Drive Thru Index compared the pickup prices of the same items at 542 restaurants of five chains in the Houston area. Within each chain, prices for the same item differ by up to 53% from one restaurant to the next.

データ基準日： 2026-10-05。

主なデータ

• Taco Bell Crunchwrap Supreme: $4.69 to $7.19 (+53%)Cheapest restaurant in Houston, TX, most expensive in Houston, TX; median $6.89, 3% above Taco Bell's US median.
• Dairy Queen OREO Blizzard: $4.99 to $7.29 (+46%)Cheapest restaurant in Alvin, TX, most expensive in Houston, TX; median $5.99, the same as Dairy Queen's US median.
• Burger King Whopper: $5.79 to $7.99 (+38%)Cheapest restaurant in Houston, TX, most expensive in Houston, TX; median $5.99, 5% below Burger King's US median.
• McDonald's Big Mac: $3.99 to $5.49 (+38%)Cheapest restaurant in Houston, TX, most expensive in Houston, TX; median $4.99, 17% below McDonald's US median.
• Golden Corral 5 oz. Sirloin Steak Rare: $11.99 to $15.99 (+33%)Cheapest restaurant in Houston, TX, most expensive in Pasadena, TX; median $12.99, 4% below Golden Corral's US median.

Anthony Gherghetta, an Australian software developer who built Drive Thru Index, started it after reading some of the buzz about AI being used to set fast food prices: he wanted to see whether it was true, and how big the price differences between restaurants really were. Prices bear out the contrast he noticed. In Australia, 97% of McDonald's restaurants charge within 10% of the typical Big Mac price; in the US, 53% do. The gap between the cheapest and the dearest tenth of restaurants is 10% of the typical price in Australia and 33% in the US.

“I kept reading that fast food chains were starting to use AI and customer data to set prices, so I wanted to see if it was true and how big the differences really were. In Australia, where I’m from, a Big Mac costs much the same wherever you buy it. In the US the price changes from one restaurant to the next. Fast food apps now know what you order, when and where, but customers can’t see how prices are set. So I built Drive Thru Index to check every restaurant, every day,” said Gherghetta.

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調査方法・概要・お問い合わせ

Drive Thru Index reads every restaurant's menu from each chain's own ordering app every day; these are the latest pickup prices collected on or before October 5, 2026, in US dollars. The area covers restaurants within 25 miles (40 km) of downtown of Houston, each restaurant counted in its nearest city. Each chain is compared only with itself, on its own signature item, and only where it has at least 5 restaurants in the area; prices are never compared between chains or converted between currencies. The cheapest and most expensive restaurants leave out airports and similar special sites, which are reported separately.

About Drive Thru Index: Drive Thru Index (drivethruindex.com) publishes the menu price of every item at every restaurant of the biggest fast food brands, collected each day from the chains' own ordering apps. As pricing becomes more data-driven, it exists so that customers can see what each restaurant really charges and how it compares with others nearby. It covers the US, Canada, Australia, New Zealand, the UK, Ireland, Spain, Mexico and the Netherlands. Brands are only compared with themselves, and prices are never converted between currencies. Its figures are free to quote with attribution: "Source: Drive Thru Index".

The images with this release are free to use with the credit "Image: Drive Thru Index (drivethruindex.com)".

Media contact: anthony@drivethruindex.com

背景資料

リリース本文には含まれません。本文中の背景説明の一文を裏付ける報道で、記者からの質問への参考資料です。

• How restaurant loyalty programs can drive more traffic and improve experiences Restaurant Dive, 2024-08-15
  Restaurant loyalty apps pull in customers' ordering history and preferences, to personalise offers and recommendations (the intro's apps and loyalty programmes).
• Wendy's backtracks on dynamic pricing Restaurant Dive, 2024-02-28
  Wendy's told investors it would test dynamic and AI-enabled pricing on digital menu boards from 2025, then said after a backlash that it would not raise prices at the busiest times (the intro's experiments with data-driven pricing).
• Inside McDonald's push to have AI price your Big Mac CNBC, 2026-09-29
  Reports a Reuters investigation into an AI tool that recommends menu prices to McDonald's restaurants; McDonald's says franchisees remain free to set their own prices. Not quoted in the release text; the page could not be fetched to check its wording, only its search listing.

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