Wendy's to Roll Out Surge Pricing Menu Boards by 2025
• Wendy's plans to roll out digital menu boards capable of dynamic pricing to all U.S. company-owned restaurants by the end of 2025, with a $20 million investment.
• Dynamic pricing allows prices to fluctuate based on demand - like Uber's "surge pricing". Prices could be higher at busy times.
• Other restaurants are also considering dynamic pricing. Some report positive consumer reactions so far.
• It may help balance demand throughout the day and be more profitable.
• Wendy's aims to increase breakfast sales by 50% in 2 years, with a $55 million ad investment. Dynamic breakfast pricing is likely.