Consumer
Wendy’s Pushes Back After Digital Menu Plan Spurs Outrage Over ‘Surge Pricing’
- Fast-food chain says its focusing on offering ‘great value’
- CEO’s earlier comment on dynamic pricing sparked a backlash
The program could be in effect by 2025 as part of a $20 million investment in digital menu boards for US company-operated stores.
Photographer: Anindito Mukherjee/BloombergThis article is for subscribers only.
No, Wendy’s Co. says, there won’t be surge pricing on its cheeseburgers and Frosty milkshakes.
Following backlash, the fast-food chain has clarified comments on its fourth-quarter earnings call earlier this month about an upcoming dynamic pricing test. The program could start in 2025 as part of a $20 million investment in digital menu boards for company-operated US stores. The boards will give Wendy’s “more flexibility” to display featured items, but the company said it doesn’t intend to hike prices at busier times of the day.