Wendy’s backtracks on Uber-style surge pricing after backlash
Wendy'sWendy’s has backtracked on its Uber-style surge pricing idea after backlash from users across social media.
On February 26, Wendy’s CEO Kirk Tanner revealed a new pricing system that could see prices of their most popular items rise in price during peak demand.
This sparked quite a bit of backlash across the internet, with users taking to social media to share their disgust with the fast food company.
In a statement on February 27, 2024, Wendy’s made it clear that raising the cost of its products isn’t actually in their plans.
Wendy’s backtracks on Uber-style surge pricing
In a statement, Wendy’s clarified its stance on how it will approach pricing and made it clear that they will not implement surge pricing.
“One initiative is digital menuboards, which are being added to U.S. Company-operated restaurants. We said these menuboards would give us more flexibility to change the display of featured items,” they said.
“Wendy’s will not implement surge pricing, which is the practice of raising prices when demand is highest. We didn’t use that phrase, nor do we plan to implement that practice.”
Unsplash: siyuan linWendy’s had previously declined to comment on whether or not the price of food would increase during peak lunch and dinner hours.
“Dynamic pricing can allow Wendy’s to be competitive and flexible with pricing, motivate customers to visit and provide them with the food they love at a great value,” the chain said in a statement earlier this week.
The Ohio-based company made it clear in its statement that the digital menuboards being used will allow them to change the menu offerings at different times of the day. On top of that, they could offer new discounts and value offers to their customers more easily. It would also allow them to remove out-of-stock or discontinued items with ease.
This is already done through the Wendy’s mobile app quite often, but those who swing through the drive-thru would be missing out on the added value deals.