Wendy's announced it will test out the use of "dynamic pricing" on its food menu -- similar to how Uber and Lyft price their rides.
© Caitlin Shuda/USA TODAY NETWORK-Wisconsin / USA TODAY NETWORK
(New York, NY) – Anyone who’s ever tried to catch and Uber or Lyft after a concert at MSG or MetLife Stadium knows as all bout “surge pricing.” The ride-hailing companies utilize software that raises the prices of fares when a high number of people are looking to be picked up. Also known as “dynamic pricing,” it ensures the companies maximize their profit share when things are getting busy.
Now, the same concept could be coming to your burger and fries. Wendy’s announced it’s going to begin testing out “dynamic pricing” for his menu items beginning in 2025. In the past, using this system for Ubers and Ticketmaster made sense — because prices are printed on digital screens. Doing so in a restaurant with printed menus was always less practical. Now, given fast food restaurants also use digital screens, Wendy’s feels confident in trying it.
Just beware: when the clock strikes lunchtime — and your blood sugar dips — those prices may be surging.
