Wendy’s, the fast-food chain, plans to introduce dynamic pricing, similar to Uber’s surge pricing, by 2025. This will be facilitated by digital menu boards, which will display fluctuating prices based on demand. The prices of burgers, Frosties, and other menu items could increase during peak times and decrease during slower periods. Wendy’s CEO, Kirk Tanner, announced this during an earnings call, stating that the company plans to invest around $20 million to implement digital menu boards in all U.S. company-operated restaurants by 2025. However, this approach could be risky as a majority of consumers view dynamic pricing as price gouging.
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