McDonald's is facing a pricing challenge, as a franchise-run company cannot dictate prices to its store operators. This comes as McDonald's introduced its new Big Arch burger in the US, designed to meet the current consumer trend of wanting more protein. The price for the Big Arch has varied greatly, with researchers at NeoMam Studios finding that the cost of a Big Arch can rise by as much as 74% from major city to another. The company's CFO, Ian Borden, stated that the company had previously failed to find a balance between value and premium products in a challenged consumer spending environment. The study also revealed that states with the cheapest Big Arch and most expensive Big Arch are located in Oklahoma, Alaska, and Columbia.