Wendy's Backtracks on 'Surge Pricing' Plan After Customer Backlash
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Wendy's CEO announced plans to roll out "dynamic pricing" via new digital menu boards that can change prices throughout the day, using terminology similar to Uber's "surge pricing".
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After public backlash, Wendy's spokesperson clarified that they won't implement "surge pricing" or raise prices during peak hours.
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Wendy's earlier stated the new pricing aimed to "motivate customers to visit" and provide "great value", but didn't respond to specific concerns about peak hour price hikes.
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Some restaurants already benefit from surge pricing - data shows additional annual profits from 10-20% lunch rush price increases.
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Experts warn Wendy's will face customer backlash over dynamic pricing perceived as "a ripoff".