The problem is when there is no effective market for price competition.
With a competitive market, prices will naturally drop to approximately efficient resource allocation
And McDonald's can charge more for people who roll through the drive-thru in expensive cars, then do a soft-pull through the payment processor, then pay a 3rd party for your current income, then get your credit score, then scan your twitter history for controversial posts, then lower prices for customers who spend equally at Burger King, then raise prices for people who are bad for the bottom line such those who vote for more govt regulation... or maybe democrats in general.
I mean, the goal is to maximize profits, so there's nothing wrong with that. Everybody needs individualized probing to determine the price they can bear as individuals. That's market competition for you - efficient resource extraction.