It's a kind of price discrimination tactic—people willing to clip coupons or use the company's app might pay 1/3 or less the menu price, and those who aren't, pay the full (and crazy-high) menu price.
Like, yes, coupon shopping has always been a thing, but not like this, because the normal menu prices used to already be pretty good. They're super expensive now, but if you burn some time, they'll give you a really good price, consistently, pretty much any time you want it.