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Wendy's Clarifies Surge Pricing Comment

VP states to NPR: "Wendy's will not implement surge pricing."
Wendys exterior at night
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Wendy's went viral earlier this week when media outlets began reporting on the QSR's plans to use surge pricing.

The NY Post, for example, ran a February 26 story with the headline, "Wendy's panning Uber-style 'Surge Pricing' where burger prices fluctuate based on demand." 

According to The Post,  Wendy’s CEO Kirk Tanner on a February call with investors noted the digital menu boards will be able to update prices in real-time without incurring additional overhead costs.

A Reddit discussion thread on the story generated more than 5,600 mostly negative comments. 

HT reached out out its MURTEC Content Council for guidance on what restaurants should know about dynamic menus and pricing -- and communicating it to their customers. 

Digital and Dynamic

The Ohio-based QSR is now clarifying its plans, which will include a $20 million investment in digital menu boards.  

"Wendy's will not implement surge pricing, which is the practice of raising prices when demand is highest. We didn't use that phrase, nor do we plan to implement that practice,"  stated Wendy's Vice President Heidi Schauer in an email to NPR's Morning Edition.

In a February 27 statement, Wendy’s said that its digital menu boards “could allow us to change the menu offerings at different times of day and offer discounts and value offers to our customers more easily, particularly in the slower times of day.”

"Any features we may test in the future would be designed to benefit our customers and restaurant crew members."

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