Posted 2/26/2024, 10:10:00 PM
Wendy's to Test Surge Pricing for Menu Items Based on Demand
- Wendy's plans to test "dynamic pricing", similar to Uber's surge pricing, starting in 2025 as part of a $20 million investment in digital menus
- Prices could fluctuate based on algorithmic calculations of supply, demand, competitor pricing
- A Baconator could cost more at lunchtime when demand is high or less when demand is slow
- 52% of consumers see dynamic pricing as equivalent to price gouging, 65% say it complicates dining choices
- Wendy's has previously announced plans for AI drive-thru chatbots and robot food delivery, pitching tech to customers