Following an onslaught of backlash, Wendy’s is doing damage control regarding its menu prices. The burger chain’s statement comes less than 24 hours after the story got traction through news and social media. This is what the brand is saying alongside the most recent updates….

As we covered in our previous article on Wendy’s prices, the company’s CEO made a statement that included plans for: 

• Daypart offerings 
• AI-enabled digital menus
• And, dynamic pricing.  

That final term is where all the trouble started. Dynamic pricing suggested to customers and investors alike that Wendy’s menu prices would change throughout the day. 

Another similar idiom is surge pricing. This practice is already familiar to those who use services like Uber. 

In that practice, prices are higher or lower depending on demand. The idea of this coming to fast food was not welcome news… 

Responses like the one above forced Wendy’s to make some clarifications about future menu prices… 

Wendy’s Statement on “Dynamic” Menu Prices

Not only was Wendy’s having a PR nightmare on their hands, competitors were using it as marketing fuel. 

Namely, Burger King began giving out free Whoppers as a response. 

As such, representatives from Wendy’s quickly said this about their menu prices to the Associated Press: 

“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… [the menu boards] could allow us to change the menu offerings at different times of day and offer discounts and value offers to our customers more easily, particularly in the slower times of day.”

So, they are going to change prices… But, it’s not surge pricing? In theory, yes that could be beneficial to customers and average to more affordability overall. 

However, it will all depend on the execution. 

Be Great,

GCTV Staff

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