"Wendy's Announces Dynamic Surge Pricing Model for 2025"
Wendy’s plans to introduce surge pricing, similar to Uber and Lyft, as it rolls out digital menus to all its US restaurants by 2025. The dynamic pricing will cause menu items to cost more during peak demand times, with prices fluctuating based on factors like supply, demand, and competitor pricing. While the company expects immediate sales growth, consumer surveys suggest that many view dynamic pricing as price gouging and find it makes dining decisions more difficult. Wendy’s is investing $20 million in digital menu boards and has previously experimented with AI chatbots and self-driving delivery robots.