If the menu price percent increases where plotted since the 1990s to today, the rise since 2020 is unprecedented. While so many franchisees deal with rising minimum wages and embracing new automation in their operating process for the sprawling list of special requests to compete with with craft burger places...MCD sets the mass market floor and that will be hard to put back in the box. This phase (from the MCD corp perspective) is more about making certain the brand of the golden arches remains strong for the future.