--- title: McDonald's Hits Price Wall with All-Day Breakfast Pricing description: McDonald's recently increased the price of its breakfast hash brown with 25c. This small price increase, however, turned out to be a big deal to some customers. image: http://blog.pricebeam.com/hubfs/Blog/mcdonalds.jpeg --- [Skip to content](https://blog.pricebeam.com/mcdonalds-hits-price-wall-with-all-day-breakfast-pricing#main-content) [![PriceBeam](https://blog.pricebeam.com/hs-fs/hubfs/lead-flow-images/PBLogoTransparent%20(1).png?width=400&height=100&name=PBLogoTransparent%20(1).png)](https://www.pricebeam.com/) - Solutions ![RGM360](https://blog.pricebeam.com/hs-fs/hubfs/RGM360_Headlines.png?width=319&height=255&name=RGM360_Headlines.png)[PriceBeam RGM360](https://www.pricebeam.com/rgm360) is an end-to-end Revenue Optimization Platform, offering unmatched value by integrating market research, internal data with AI and next-generation simulation and optimization tools. 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[Newsletter](https://www.pricebeam.com/newsletter) - [RGM Pulse Survey 2026](https://www.pricebeam.com/rgm-pulse-survey-2026) - About - [Company](https://www.pricebeam.com/about) - [News & Events](https://www.pricebeam.com/news) - [Partners](https://www.pricebeam.com/partners) - [Press](https://www.pricebeam.com/press) - [Careers](https://www.pricebeam.com/careers) - [Contact](https://www.pricebeam.com/contact) ![Search icon](https://5018647.fs1.hubspotusercontent-na1.net/hubfs/5018647/Design/Icons/Font%20Awesome/search.svg) [All posts](https://blog.pricebeam.com/all) April 10, 2017 # McDonald's Hits Price Wall with All-Day Breakfast Pricing ![Picture of PriceBeam](https://blog.pricebeam.com/hs-fs/hubfs/Images/PBLogoBadge240x240.png?width=50&name=PBLogoBadge240x240.png)   PriceBeam  ·  1 minute read ![mcdonalds.jpeg](http://blog.pricebeam.com/hs-fs/hubfs/Blog/mcdonalds.jpeg?width=770&height=513&name=mcdonalds.jpeg) McDonald's recently increased the price of one of its most popular breakfast items - the Hash Brown - from $1.95 to $2.20. A 25c price increase that has spawned a series of negative comments from customers in newspaper articles and on social media. A lot of these comments include some variation of the sentence *"How can McDonald's justify charging more than $2.00 for a hash brown?"* This is a quintessential example of a *price wall*, which McDonald's has now hit. There is clearly a pain point at $2.00, and even a negligible 25c price increase will trigger customer uproar and decrease sales quite substantially.  There are a variety of pricing research methods out there which incorporate a search for price walls into its methodology. If McDonald's had based its price increase on consumer insight, the company would be able to predict such a reaction.  Of course, it is possible that McDonald's did just that. Every price increase will render the more price-sensitive customers unhappy, and trigger some kind of reaction - and maybe McDonald's deemed it was worth to ditch this **[price-sensitive customer segment](https://blog.pricebeam.com/moral-hazard-in-pricing-do-you-know-your-customers-price-sensitivity) **to increase per-unit profits by 25c. 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