A well-known fast food chain says they are making big changes to their menu.
What comes to mind first when you hear the terms “dynamic pricing” or “surge pricing”? Why Ticketmaster? Uber? It’s not fast food, no matter what you think of it.
That might change next year, though, because one of the biggest fast food chains in the US plans to try out the controversial method.
When 2025 comes around, Wendy’s is likely to try out a surge pricing model “like Uber.”
If you don’t know what dynamic pricing is, it’s when the price of a product changes based on how much people want it.
According to a spokesperson for the company, starting as early as 2025, they will start testing a number of new features on these digital menu boards. These will include dynamic pricing, different offerings at different times of the day, AI-enabled menu changes, and suggestive selling based on things like the weather.
The new way of doing sales was talked about on a recent earnings call.
“Dynamic pricing can help Wendy’s be competitive and flexible with prices, which can bring in new customers and give them the food they love at a great price,” a spokesperson said.
Wendy’s already charges different prices for the same menu items in different places. Based on The Post, a Dave’s Single in Newark, NJ costs $5.99, while the same burger costs $8.19 in Times Square.
Wendy’s is going to use dynamic pricing, which comes right after McDonald’s got a lot of bad press for raising the price of its Big Mac combo.
Because of the public outcry, the company said in a statement that they would focus on making their products more affordable.
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