This is definitely an MBA take.

Can't figure out how to add additional customers or create incentive to get them to spend more money? Well easy then. Take your most time crunched and trapped customer base and make them pay more.
This is simple price gouging to increase profit margins, and because it happens at whim of the business it's hard to avoid. But I bet if you get the app that lets them track you better than I'm sure they will let you know and heck even offer a discount just above the old price still.

A clever way would be having the original true $1 menu be available with any purchase that includes a numbered combo but fuck originality or thinking when you have a degree that says you are right and your only thought is increase cost.

Line only goes up just like their bank accounts.