Home Consumer Wendy’s Says It Won’t Do ‘Surge Pricing’ After All, Backtracking After A...

Wendy’s Says It Won’t Do ‘Surge Pricing’ After All, Backtracking After A Backlash

FILE - The Wendy’s sign is seen at a restaurant, Jan. 23, 2023, in Pittsburgh. Wendy’s is looking to test having the prices of its menu items fluctuate throughout the day based on demand, implementing a strategy that has already taken hold with ride-sharing companies and ticket sellers. (AP Photo/Gene J. Puskar, File)

 

By

Wendy’s would like a word about the difference between “dynamic pricing” and “surge pricing.” After a flurry of attention this week to comments by CEO Kirk Tanner during the fast food chain’s February earnings callWendy’s now says it has “no plans” to raise prices when demand is highest.

“We have no plans to do that and would not raise prices when our customers are visiting us most,” the company added.

The fast food fracas started earlier this month, when Tanner touted the coming rollout of new digital menu boards, an approximately $20 million investment that he said would extend to all U.S. restaurants the company operates by the end of next year. Tanner also highlighted how the digital menu boards would allow for pricing changes.

Continue reading

This article originally appeared here and was republished with permission.

We believe companies should solve real problems without creating new ones. The global economy must be as inclusive as it is innovative, balance financial incentives with the needs of our planet, and elevate leaders who act with integrity, empathy, and foresight. Quartz was founded in 2012 to be the greatest ally and resource for purpose-driven professionals in search of these new approaches to business. Our journalists around the world produce smart and insightful analysis of the global economy. We help our readers discover new industries, new markets, and new ways of doing business that are more sustainable, innovative, and inclusive.