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McDonald’s is branching out–at least in Australia–and is now going to be using socio-economic factors to determine a new location based price scheme. The theory being, people in less affluent areas with fewer options will actually be less resistant to increases in price.

Squeezing extra money from customers with limited choices is nothing new, and the dollar menu has been suspiciously absent from any airport McDonald’s for as long as we can remember. However, this pricing strategy is likely going to come under considerably more scrutiny since it is being targeted predominantly toward poorer suburbs. Although it is slightly disappointing that McDonald’s would try to pinch additional pennies from low income families during difficult times, it isn’t that surprising considering their recent announcement of Martin Van Hamburglar as the new CEO.

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