Wendy's dynamic pricing change could upend the fast food industry

But the fast food chain will not be implementing the change in the typical manner

Photo collage of increasingly higher piles of burgers on top on a vintage calendar.
Wendy's maintains that its dynamic pricing will not cause prices to rise
(Image credit: Illustration by Julia Wytrazek / Getty Images)

Customers at one of the United States' largest fast food chains may soon find themselves in the middle of a new burger-based experiment. Starting in 2025, Wendy's will begin testing out a system known as "dynamic pricing." 

The announcement was made in February by Wendy's new CEO, Kirk Tanner, who said during an earnings call that dynamic pricing would be among several new features tested out by the restaurant chain next year. Dynamic pricing, sometimes called surge pricing, is the practice of pricing a product based on fluctuating demand — so many took Tanner's words to mean that Wendy's would raise its prices at peak times of the day. However, Wendy's clarified that it has "no plans to do that and would not raise prices when our customers are visiting us most," a spokesperson for the chain said in a press release. Instead of dynamic pricing causing a price increase during busy periods, it will be implemented in a way that will "allow us to change the menu offerings at different times of day and offer discounts and value offers to our customers" during slow periods, Wendy's said.  

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