Wendy’s recent statement clarified that it has no intentions of implementing dynamic pricing based on demand, despite previous comments from its CEO about testing such a strategy in 2025. Dynamic pricing, akin to surge pricing seen in industries like airlines and ride-sharing, typically involves adjusting prices during peak hours to match demand levels.
The CEO’s initial remarks prompted online backlash, with some customers expressing their dissatisfaction and even vowing to hoard Frosty milkshakes in protest. Senator Elizabeth Warren joined the conversation, condemning the concept as “price gouging.”
In response to the criticism, Wendy’s clarified that it would not raise prices during peak customer visits. Instead, the company stated that its digital menu boards would facilitate easier discounts, providing customers with more flexibility in pricing.
Wendy’s emphasized that the comments regarding dynamic pricing were misconstrued, reiterating that it has no plans to adjust prices based on demand. Analysts in the restaurant industry also expressed skepticism about the feasibility of dynamic pricing, suggesting that customers might choose to patronize other establishments if prices fluctuate too much.
Sen. Warren criticized dynamic pricing as potentially leading to increased lunch costs for consumers, even if the costs to Wendy’s remain constant. She labeled the plan as price gouging, asserting that American families have already faced enough financial challenges.