Wendy’s Says It ‘Will Not Implement Surge Pricing’ After All

Wendy’s Says It , ‘Will Not Implement Surge Pricing’ , After All.

On Feb.

15, Wendy's CEO Kirk Tanner highlighted the company's new menu boards which would support pricing changes, Quartz reports.

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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, Kirk Tanner, Wendy's CEO, via earnings call.

As we continue to show the benefit of this technology in our company-operated restaurants, franchisee interest in digital menu boards should increase, further supporting sales and profit growth across the system, Kirk Tanner, Wendy's CEO, via earnings call.

Tanner's comments eventually gained national attention, comparing "dynamic pricing" to "surge pricing," the practice of raising prices when demand is highest.

The notion of Wendy's raising prices at peak times didn't make customers happy.

Now, a company spokesperson says that the fast food chain won't be implementing the practice.

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We said these [digital] menu boards would give us more flexibility to change the display of featured items. , Wendy's spokesperson, via statement.

This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants, Wendy's spokesperson, via statement.

We have no plans to do that and would not raise prices when our customers are visiting us most, Wendy's spokesperson, via statement.

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, Wendy's spokesperson, via statement