What Wendy’s Future Surge Pricing Means for Customers | Eater

"This fast-food chain is planning to test dynamic, “surge” pricing at locations beginning in 2025, backed by a $20 million investment in digital menu boards intended to enable real-time price tweaks, AI-enabled menu changes, and suggestive selling for items like Biggie Bags and Frostys. CEO Kirk Tanner and company spokespeople say the technology will improve order accuracy, crew experience, and upselling while allowing easier time-of-day discounts (and claim it won’t raise prices at drive-thru peak times). Critics argue the shift mirrors surge pricing used by Uber and Ticketmaster and risks charging customers more for everyday items like burgers and fries when they’re captive or in a hurry, and it comes amid industry-wide inflation, shrinkflation, and a report that the chain was the most expensive fast-food brand in 2023. Many observers worry the tech could be used to personalize price hikes rather than pass on savings, and that other chains may follow—making routine purchases feel more like paying airport prices. Updated Feb. 28, 2024: the company provided additional comments." - Amy McCarthy