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Fast food chain Wendy’s mulls Uber-like ‘surge pricing’ that fluctuates according to demand

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In a move that’s causing quite a stir in the fast-food industry, Wendy’s, the popular American international fast food restaurant chain, has announced plans to implement an Uber-like surge pricing model. This innovative pricing strategy, set to roll out by 2025, will see the cost of menu items such as burgers and Frosties fluctuating based on demand.


The decision comes as part of Wendy’s broader digital transformation strategy, which includes the introduction of digital menu boards across all its United States restaurants. These digital boards are expected to improve order accuracy and increase sales by upselling certain menu items. The company plans to invest about $20 million to roll out these digital menu boards by the end of 2025.


The surge pricing model, similar to the one used by ride-hailing services like Uber, will see prices rise during peak times and drop during slower periods. This dynamic pricing strategy is expected to make Wendy’s more competitive and flexible with its pricing, providing customers with their favorite food at great value.


This bold move by Wendy’s has certainly piqued the interest of consumers and industry watchers alike, leading to a surge in online discussions and making it a trending topic. But what do you think? Will this new pricing strategy enhance the customer experience and boost Wendy’s profits, or could it potentially deter customers during peak times? We’d love to hear your thoughts on this.



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Top image: The Wendy’s Company / PR Newswire

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