Operations

Wendy's won't use surge pricing

Photo: Sundry Photography - stock.adobe.com

March 4, 2024

Reports Wendy's would test "dynamic pricing" or "surge pricing" hit the media last week but the brand said it never intended to utilize fluctuating prices like Uber or Lyft, according to a statement made by the company.

Wendy's said it plans to add digital menu boards to its company-owned units, which would give the brand flexibility to change its display of featured items, not pricing.

"This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants," the media statement said. "Digital menu boards could allow us to change the menu offerings at different times of day and offer discounts and value offers to our customers more easily, particularly in the slower times of day."

A New York lawmaker has introduced the Fair Food Pricing Act in response to the claims of dynamic pricing, according to a Spectrum News 1 report. The act would "protect consumers from potential exploitation and manipulation."

Wendy's had not responded to QSRweb's request for comment as of presstime.