Wendy’s Dynamic Pricing Strategy: Testing Surge Pricing on Its Menu
In the competitive world of fast food, staying ahead of the curve is crucial. Wendy's, a renowned United States burger chain, is set to embark on an innovative approach to pricing by testing surge pricing on its menu items.
During a recent conference call, Wendy's CEO Kirk Tanner revealed the company's plan to introduce dynamic pricing, also known as surge pricing, to its menu. This bold move is part of Wendy's larger investment in technology and digital menu enhancements. The objective is to optimize sales and profit growth through AI-enabled menu changes, suggestive selling, and daypart offerings.
Tanner stated, "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 selli...