Wendy’s will start experimenting with surge pricing, much like Uber and Lyft, as the company rolls out digital menus to all its United States restaurants by 2025, according to the company’s February earnings call. Under the test, burgers, Frosties, and other menu items will have “dynamic prices,” costing more during times of increased demand.
“Beginning as early as 2025, we will begin testing more enhanced features like dynamic pricing,” said Wendy’s CEO Kirk Tanner on Feb. 15’s earnings call. “We are planning to invest approximately $20 million to roll out digital menu boards to all US company-operated restaurants by the end of 2025.”
considering how much the quality of their food has tanked in recent years, this isn't really surprising to me at all, but fuuuuuuuck man. they used to be my go-to lunch option back in the early-mid 2000s (the bacon mushroom melt was my favorite burger ever) so this kinda hurts to see.