Wendy's to Start Testing 'Surge Pricing'—Here's What We Know

1 month ago 4

How much does it cost to eat at Wendy's? In the future, the answer to that question could fluctuate constantly as the fast-food chain prepares to roll out a new pricing strategy.

During a recent earnings call, Wendy's announced plans to start testing "dynamic pricing" at its restaurants as early as 2025. Also commonly known as "surge pricing," this is a practice in which businesses adjust their prices based on demand, the time of day, or other factors. The strategy will probably sound familiar to Uber customers since the ride service uses dynamic pricing to charge more during times of high demand or inclement weather.

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Wendy's plans to spend roughly $20 million on installing new digital menu boards at all of its company-owned restaurants in the United States by the end of 2025. The upgrade will be a key factor in rolling out the dynamic pricing strategy because it will allow Wendy's ...

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