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FAST-FOOD GIANT WENDY'S MULLS SURGE PRICING FOR BURGERS
The Business Guardian
|February 28, 2024
The fast-food chain aims to roll out 'dynamic pricing model' experiment by 2025, which will be made possible by digital menus that can update prices in real-time
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Wendy's, a wellknown fast-food giant with a global presence, is considering embracing a novel approach to pricing inspired by the likes of Uber and Lyft, as per a report from US media outlets. This innovative strategy, known as surge pricing, involves adjusting menu prices in real-time based on demand fluctuations, potentially resulting in higher costs during peak hours.
CEO Kirk Tanner introduced this ambitious initiative during a recent investor call, outlining plans to allocate $20 million towards implementing dynamic pricing capabilities on menu boards.
The adoption of this technology aims to drive sales and bolster profitability, with Tanner expressing confidence in its potential impact.
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