게시일 2026-10-12
Same chain, different price across Belgium: Panos' Ham & Jonge Gouda varies by 11% between restaurants
As fast food pricing becomes more data-driven, Drive Thru Index compared what two chains charge at each of their own restaurants in Belgium, on 12 October 2026. The gap between a chain's cheapest and most expensive restaurant is at most 11%; in the US, the price of a McDonald's Big Mac varies by 125%.
데이터 기준일 .
핵심 사실
- Pizza Hut: €14.70 for the Margherita (medium pan) at all 73 restaurantsThe same basket of five items costs €46.90 at every one.
- Panos Ham & Jonge Gouda: €4.70 to €5.20A 11% spread across 14 restaurants; 14% charge €4.90.
- Big Mac in the US: 125% from the cheapest restaurant to the dearestAcross 13,657 McDonald's restaurants; percentages only, prices are never converted.
Fast food chains are collecting more and more data about their customers through mobile apps and loyalty programmes: accounts with their details, and what they order and when. They are also experimenting with AI and data-driven pricing. Meanwhile the same item can cost very different amounts from one restaurant to the next, and customers cannot see why. Drive Thru Index publishes every restaurant's real price, every day, so anyone can check.
Every one of Pizza Hut's 73 restaurants charges €14.70 for the Margherita (medium pan). The same basket of five items costs €46.90 at every one of them.
Across its 14 restaurants, Panos' Ham & Jonge Gouda costs from €4.70 (5 restaurants) to €5.20 (2 restaurants): the most expensive charges 11% more than the cheapest, and 14% charge the typical €4.90. The same basket of four items costs from €13.85 to €15.60, a spread of 13%.
In the US, by contrast, the most expensive ordinary McDonald's charges 125% more for a Big Mac than the cheapest, across 13,657 restaurants. Only the percentages are compared: prices are never converted between currencies.
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. In BE, 100% of Pizza Hut locations, the biggest chain tracked there, charge within 10% of its typical Margherita (medium pan) price.
“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.
인용할 만한 문장
Every Pizza Hut restaurant in Belgium charges €14.70 for the Margherita (medium pan).
Panos' Ham & Jonge Gouda costs 11% more at its most expensive restaurant in Belgium than at its cheapest.
이미지
보도자료 속 수치의 근거
모든 수치는 2026-10-12 가격 기준이며, 해당 수치를 보여주는 이 사이트의 페이지를 함께 표시해요.
| 항목 | 값 | 확인할 곳 |
|---|---|---|
| Pizza Hut: €14.70 for the Margherita (medium pan) at all 73 restaurants | The same basket of five items costs €46.90 at every one. | 페이지 보기 |
| Panos Ham & Jonge Gouda: €4.70 to €5.20 | A 11% spread across 14 restaurants; 14% charge €4.90. | 페이지 보기 |
| Big Mac in the US: 125% from the cheapest restaurant to the dearest | Across 13,657 McDonald's restaurants; percentages only, prices are never converted. | 페이지 보기 |
| 가장 저렴한 Pizza Hut Margherita (medium pan)(매장) | €14.70 (73) | Aalst, East Flanders |
| 가장 비싼 Pizza Hut Margherita (medium pan)(매장) | €14.70 (73) | Aalst, East Flanders |
| 가장 비싼 주문(매장) | €46.90 (73) | Aalst, East Flanders |
| 가장 저렴한 Panos Ham & Jonge Gouda(매장) | €4.70 (5) | Antwerpen, Antwerp |
| 가장 비싼 Panos Ham & Jonge Gouda(매장) | €5.20 (2) | Brussel, Brussels |
| 가장 비싼 주문(매장) | €15.60 (2) | Brussel, Brussels |
방법론, 소개, 연락처
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 12 October 2026, in euros. A chain's spread is how much more its most expensive restaurant charges than its cheapest, as a share of the cheapest price, for its signature item and for the same basket of items; chains with fewer than 5 restaurants priced are left out. Airports, stadiums and similar sites are left out, and so are prices below 40% or above 250% of a chain's typical price, which are almost always menu errors. Each chain is compared only with itself, and another country is compared by percentages alone: prices are never converted between currencies.
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
배경 자료 출처
보도자료에는 포함되지 않아요. 본문의 배경 설명 한 줄을 뒷받침하는 기사로, 기자 문의에 참고용이에요.
- 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.