Wendy's to Test Surge Pricing in 2023, With Menu Prices Fluctuating Based on Demand
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Wendy's is planning to test "surge pricing" in 2023 where food prices fluctuate based on demand, meaning items will cost more during busy times.
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Wendy's will invest $20 million in high-tech menu boards that can update prices in real-time without added costs.
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There is no set limit on how much prices could vary throughout the day under the new dynamic pricing model.
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Experts warn Wendy's should expect backlash when charging customers more during peak lunch and dinner times.
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The restaurant industry has considered dynamic pricing for years after seeing success in other sectors; competitors will likely watch Wendy's test closely.