Wendy’s planning Uber-style ‘surge pricing’ where burger prices fluctuate based on demand


Published Feb. 26, 2024
Updated Feb. 26, 2024, 6:16 p.m. ET

Wendy’s is preparing to test an “Uber-style” surge-pricing model where the cost of menu items will fluctuate throughout the day based on demand — meaning a Dave’s burger will cost more during the lunch or dinner rush.

The fast-food chain’s unappetizing plans, set to be tested in a high-stakes rollout next year, will squeeze more money out of already inflation-battered Americans who may not have the option to eat their meals during “off-peak” hours.

Wendy’s CEO Kirk Tanner announced the new system on a call with investors, noting the Ohio-based company will invest $20 million on high-tech menu boards that will be able to update prices in real-time without incurring additional overhead costs.

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