The Wendy’s hamburger chain plans to experiment with a dynamic “surge-pricing” strategy in 2025, where prices rise as demand goes up.
Wendy’s CEO Kirk Tanner said the burger chain will invest $20 million to outfit corporate-owned restaurants with digital menu boards that will update prices in real time.
Tanner didn’t elaborate on how much prices would fluctuate or if the cost of a burger would fall during slower periods. Shares of Wendy’s fell slightly in Tuesday morning trading.
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