Wendy’s to Introduce ‘Surge Pricing’ by 2025

Wendy’s is taking a cue from Uber and is planning on introducing “surge pricing” by 2025.

Kirk Tanner, president and CEO of the fast food chain, said, “Beginning as early as 2025, we will begin testing more enhanced features like dynamic pricing and daypart offerings along with AI-enabled menu changes and suggestive selling.”

Wendy’s will be able to change their prices accordingly by investing $20 million in digital menu boards at all of their U.S. locations.

Do you think this “surge pricing” strategy will backfire on Wendy’s? Could this be the future of fast food?