Feb 28, 2024 - Business

Wendy's to test "dynamic pricing"

A Wendy's menu board.

Wendy's wants to update its menu boards to allow for price changes throughout the day. Photo: Kena Betancur/VIEWpress via Getty Images

The cost of your next Wendy's burger may soon depend on when you order it.

Driving the news: The Dublin-based chain will begin testing "dynamic pricing" in 2025, Axios' Kelly Tyko reports.

  • "Surge pricing," as the practice is also known, is when businesses charge more during peak ordering times like a lunch and dinner rush.

The big picture: Wendy's is reportedly investing $20 million in new digital menu boards that can adjust prices throughout the day.

What they're saying: The response on social media has been scathing, with one X user predicting Wendy's is "going to get a Frosty response."

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