It used to be the same prices for everyone.
Now prices have gone up, but if you use the app you basically always get either free medium fries (normally $4), buy-one-get-one-free for a Big Mac or QPC, or a few other promos, or accumulated points (that basically give you 10% off everything in the long run).
Generally speaking I'll pay $8 for a meal that would be $12 otherwise, basically every single time.
(Not to mention that you also skip the line, and if you use the app a few minutes before you arrive, your food will be waiting for you when you do.)