Wendy's to Introduce Surge Pricing Model Amid Customer Backlash
• Wendy’s announces new surge pricing model where menu prices will fluctuate based on time of day, beginning next year
• Prices could be $1 higher during busy times like lunch rush; part of strategy adopted from Uber, Lyft, airlines, hotels
• New digital menu boards capable of updating prices in real time will cost Wendy's $20 million
• Move aimed to increase profits during peak times and shift some demand to less busy times
• Wendy's says pricing will "motivate customers, provide great value," but faces backlash on social media for "price gouging"