Wendy’s flirting with “surge pricing”?

Feb 27, 2024, 8:29 AM | Updated: 8:31 am

(Photo by Jeff Schear/Getty Images for Wendy's)...

(Photo by Jeff Schear/Getty Images for Wendy's)

(Photo by Jeff Schear/Getty Images for Wendy's)

So does this mean my Baconator would cost more if I went at lunch time vs. mid afternoon? How is this even a conversation? Would you be willing to pay more at different times? #Wendys #SurgePricing #DigitalMenuBoards #JennyD #KOSI1011

Wendy’s CEO Kirk Tanner announced plans to invest $20 million in digital menu boards for all restaurants by 2025, allowing for potential surge pricing based on demand and time of day. The company will test dynamic pricing, daypart offerings, AI-enabled menu changes, and suggestive selling.

The new technology aims to enhance the customer experience and streamline operations. This move could mirror the surge-pricing model used by ride-sharing companies like Uber and Lyft.

Wendy’s also introduced the FreshAI platform to automate the drive-thru experience for improved speed and accuracy. You wouldn’t know what the price was until you showed up and checked out? That seems suspect to me.

The changes aren’t happening right away.  They’re hoping to get the new menu boards out by early next year.


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Wendy’s flirting with “surge pricing”?