Posted 2/27/2024, 1:00:00 AM
Wendy's to Test Real-Time Variable Pricing by 2025, Aiming to Increase Value and Visits But Risking Customer Blowback
- Wendy's to test demand-based dynamic pricing for menu items starting in 2025, with prices fluctuating in real time on digital menus
- Part of a broader investment in digital business, including evolving loyalty program and digital menu boards
- Aims to make pricing competitive, motivate visits, provide value to customers
- But could backfire if customers feel "gouged" and aren't ready for variable pricing
- As inflation hits, low income customers already visiting McDonald's less; Wendy's faces similar risks with price hikes