Hammered on social media after announcing a plan to test “dynamic pricing” of its menu items in 2025, Wendy’s now says it won’t “implement that practice.”
CEO Kirk Tanner had said Wendy’s would invest $20 million in digital menu boards to update prices in real time without defining how the dynamic pricing model would work. But companies who use it generally charge more when demand is highest — like lunchtime.
A company spokesperson said Tanner’s statements were “misconstrued” without giving specifics. Criticism of the plan came from consumers and politicians, who accused the fast-food chain of “corporate greed” and “price gouging.”