Wendy’s Reportedly Testing Uber-Styled Surge Pricing

Fast-food restaurant, Wendy’s is reportedly prepping Uber-like dynamic pricing that will change menu prices during the day based on demand.

If you’re familiar with  Uber you’ve experienced the foolishness that is Surge Pricing. This pricing model can sometimes triple the price of your usual fare due to heightened demand. It feels unfair but riders have no other choice if they need the service.

According to Today.com, Wendy’s will reportedly test urge “dynamic pricing” at their fast-food locations by 2025.

“At Wendy’s, we’re focused on providing great tasting, fresh, high-quality food and doing it in a way that brings value to our customers. As we’ve previously shared, we are making a significant investment to accelerate our digital business. In addition to evolving our loyalty program, we are leveraging technology even more with the roll out of digital menu boards in some U.S. restaurants,” the statement reads. “Beginning as early as 2025, we will begin testing a variety of enhanced features on these digital menu boards like dynamic pricing, different offerings in certain parts of the day, AI-enabled menu changes and suggestive selling based on factors such as weather.”

Wendy’s insists they will not raise prices during peak hours and hope to use the technology to attract customers. Reportedly Over the next 24 months, the brand will spend $20 Million putting digital menu boards in its stores. Furthermore, this new strategy will increase or decrease prices depending on demand, location, or time of day.

How do feel about dynamic pricing being a part of your fast-food experience?