Human Interest

No, Wendy’s Isn’t Rolling Out Surge Pricing, The Company Clarifies

Recently, many outlets (including us) reported that Wendy's would be rolling out "surge pricing" next year. But the fast food chain is now saying that this isn't the case. They posted to their corporate blog to clarify exactly what they meant by "dynamic pricing." In early February, Kirk Tanner, the new CEO and president of Wendy's, shared with analysts his various plans to increase company profits. This includes investing in digital menu boards that can display dynamic pricing that fluctuates throughout the day by 2025. According to Nation’s Restaurant News, Tanner said, "We are planning to invest approximately $20 million to roll out digital menu boards to all U.S. company-operated restaurants by the end of 2025." Tanner added that Wendy's will also invest an additional $10 million over two years to enhance its global system, help upsell other menu items, and improve order accuracy. "Misconstrued in some media reports." Initially, many media outlets compared the concept to ridesharing apps like Uber. For instance, when prices rise, as drivers are limited. The fast-food chain clarified how the company plans to use dynamic pricing in a statement. TODAY received a statement from Wendy's saying, "To clarify, Wendy’s will not implement surge pricing, which is the practice of raising prices when demand is highest. We didn’t use that phrase, nor do we plan to implement that practice," a spokesperson said in an email to NBC News. They added there are "no plans" to raise prices at high-demand times. Their statement also mentioned that their digital menu boards would give them more flexibility to change the display of featured items. Additionally, they stated, "This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants. We have no plans to do that and would not raise prices when our customers are visiting us most." After the news of "surge pricing" from Wendy's went viral, people began to share their thoughts on the concept. Someone started a thread on Reddit hoping to boycott the chain if they implemented surge pricing. "Everyone needs to boycott Wendy’s when they roll out their surge pricing," they wrote. Another person said, "If they do that I would never eat there again." The Daily Show also did a skit about the surge pricing news with the caption, "Looks like Wendy's got word of @ronnychieng's side hustle and shut it down." [select-listicle listicle_id="668641" syndication_name="reasons-why-people-love-chain-restaurants" description="yes"]

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