Wendy’s will soon begin testing Uber-like surge pricing

1 month ago 5

New York (CNN) — The price of a Wendy’s Frosty could soon fluctuatethroughout the day as the chain looks to introduce Uber-like surge pricing on its menu.

The practice, known as “dynamic pricing,” will begin testing in 2025, Wendy’s recently revealed in an earnings call. It’s part of a $20 million investment in new digital menu boards at its US restaurants that enable them to change prices depending on demand.

Few details were released about the change, but Wendy’s CEO Kirk Tanner said the new menus will let the fast food chain test “more enhanced features like dynamic pricing and day-part offerings along with AI-enabled menu changes and suggestive selling.”

“We expect our digital menu boards will drive immediate benefits to order accuracy, improve crew experience and sales growth from upselling and consistent merchandising execution,” Tanner said on the call.

The menus were first shown in a mockup of a redesigned Wendy’s unveiled in 2022 that featured new pick-up windows, a more technologically advanced kitchen and a spruced-up interior. The new menus have already rolled out at some drive-thrus, with Read Entire Article