Wendy's will use new digital menu boards to change your burger's price based on overall demand.
Wendy’s will start experimenting with surge pricing, much like Uber and Lyft, as the company rolls out digital menus to all its United States restaurants by 2025, according to the company’s February earnings call. Under the test, burgers, Frosties, and other menu items will have “dynamic prices,” costing more during times of increased demand. “Beginning as early as 2025, we will begin testing more enhanced features like dynamic pricing,” said Wendy’s CEO Kirk Tanner on Feb. 15’s earnings call.
A Wendy’s Baconator costs $12.24 in New York City, but under dynamic pricing, that price could fluctuate throughout the day. The burger could increase in price around lunchtime or go down during a slow afternoon. Wendy’s did not provide details as to how severely prices could fluctuate. Tanner expects dynamic pricing will result in immediate sales growth, but it’s a risky approach.