Posted 2/28/2024, 9:49:03 PM
Wendy's Walks Back Plans to Test Demand-Based Pricing After 'Surge Pricing' Backlash
- Wendy's denies plans to implement "surge pricing" that would raise prices at busy times after media backlash
- Wendy's wanted to test "dynamic pricing" on new digital menus to promote discounts during slow periods
- Use of term "surge pricing" in reports was incorrect; Wendy's says it never used that phrase
- Practice of raising prices during peak demand is becoming more common (e.g. Uber, airlines, pub chain in UK)
- Idea that Wendy's would adopt similar pricing strategy sparked major public backlash online, including critics calling it "price gouging"