Wendy’s Says It , ‘Will Not Implement <br />Surge Pricing’ , After All.<br />On Feb. 15, Wendy's CEO Kirk Tanner highlighted <br />the company's new menu boards which would support pricing changes, Quartz reports. .<br />Beginning as early as 2025, we will <br />begin testing more enhanced features <br />like dynamic pricing and daypart offerings, along with AI-enabled menu <br />changes and suggestive selling, Kirk Tanner, Wendy's CEO, via earnings call.<br />As we continue to show the benefit <br />of this technology in our company-operated <br />restaurants, franchisee interest in digital <br />menu boards should increase, <br />further supporting sales and profit <br />growth across the system, Kirk Tanner, Wendy's CEO, via earnings call.<br />Tanner's comments eventually <br />gained national attention, comparing <br />"dynamic pricing" to "surge pricing," the practice <br />of raising prices when demand is highest.<br />The notion of Wendy's raising prices at <br />peak times didn't make customers happy.<br />Now, a company spokesperson says that the <br />fast food chain won't be implementing the practice. .<br />We said these [digital] menu boards <br />would give us more flexibility to change <br />the display of featured items. , Wendy's spokesperson, via statement.<br />This was misconstrued in some <br />media reports as an intent to <br />raise prices when demand is <br />highest at our restaurants, Wendy's spokesperson, via statement.<br />We have no plans to do that and <br />would not raise prices when our <br />customers are visiting us most, Wendy's spokesperson, via statement.<br />Digital menu boards could allow <br />us to change the menu offerings <br />at different times of day and offer <br />discounts and value offers to our <br />customers more easily, particularly <br />in the slower times of day, Wendy's spokesperson, via statement
