*Wendy’s is retracting plans of implementing surge pricing.
The company’s CEO said it would begin experimenting with “features like dynamic pricing” in 2025.
Wendy’s later said its dynamic pricing wouldn’t raise prices but solely provide discounts.
“Beginning as early as 2025, we will begin testing more enhanced features like dynamic pricing and daypart offerings along with AI-enabled menu changes and suggestive selling,” CEO Kirk Tanner said in the company’s fourth-quarter earnings call.
As news of the surge pricing circulated, social media users expressed disappointment over the potential increased prices on burgers and fires.
The backlash prompted a Wendy’s spokesperson, Heidi Schauer, to share an update that said, “Wendy’s will not implement surge-pricing, which is the practice of raising prices when demand is highest.”
An announcement on the company website said Tanner’s mention of dynamic pricing was “misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants.”
Wendy’s said the digital menu boards would allow stores to change featured items more efficiently and offer discounts to customers.
“We have no plans to do that and would not raise prices when our customers are visiting us most,” Wendy’s said.
“Any features we may test in the future would be designed to benefit our customers and restaurant crew members. Digital menuboards 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,” the statement continued.
“Wendy’s has always been about providing high-quality food at a great value, and customers can continue to expect that from our brand.”
READ MORE: Oakland’s Lone Denny’s Closing Due to Crime
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