For those of you posting that it won’t affect you for various reasons, it will eventually if we allow this behaviour to continue. Right now, it’s McDonald’s. Next, it’ll be grocery stores, gas stations, and everything else. Delta airlines said that they were doing this, too. I heard that they later backed down after consumer backlash. I heard that Whole Foods is considering something similar (surge pricing).

Write to McDonald’s, preferably in a public forum. Boycotts are great, drawing the attention of others is better. Write to your local representatives, especially if they’re up for reelection this fall.