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January 1, Wendy’s Surge-Pricing Experiment Sparks Customer Outrage
Wendy’s, the Ohio-based fast-food giant, has announced plans to experiment with a surge-pricing model in 2025, a move that has left many customers disgruntled. The model, as reported by the New York Post, implies that the cost of the restaurant’s offerings would fluctuate throughout the day, depending on demand.
This means that customers, already grappling with the burden of inflation, may have to shell out more for a meal during peak hours such as lunch or dinner.
The announcement was made by Wendy’s CEO Kirk Tanner during a call with investors. Tanner, who recently ascended to the top role, revealed that the company plans to invest $20 million in high-tech menu boards. These boards will be able to adjust prices in real-time without incurring additional overhead costs.
“As we continue to show the benefit of this technology in our company-operated restaurants, franchisee interest in digital menu boards should increase further supporting sales and profit growth across the system,” Tanner stated.
The news of Wendy’s proposed surge-pricing model has been met with shock and disbelief by many. In a conversation with the Today show, one man expressed his skepticism, stating he did not believe customers would be willing to pay more for the same item they could purchase for less.
An expert weighed in on the matter, stating, “It’s really gonna depend on how customers react. If customers are okay with it, you’ll see more of it. And if Wendy’s test doesn’t work for whatever reason, you might not see it that often.”
The company’s representatives have not disclosed how much the prices could potentially rise or fall. It’s worth noting that Wendy’s is currently considered the most expensive fast-food chain in the country, with costs rising by 35 percent due to inflation between 2022 and 2023.
Customers interviewed by Fox 5 New York expressed their dissatisfaction with the proposed plan. “If the price stayed the same, it’s gonna be good. But change the price? It’s not fair,” one woman told the outlet.
In a related development, Wendy’s began using AI powered by Google to take drive-thru orders in December. According to Breitbart News, the company claims that the AI system will offer a “personalized, responsive experience for every customer,” and not just take orders.
Why It Matters (op-ed)
Wendy’s surge-pricing experiment is just another example of big corporations prioritizing profits over people. In a time when Americans are already struggling with inflation, this move is a slap in the face to customers.
Instead of finding ways to provide affordable meal options, Wendy’s is investing millions in high-tech menu boards to gouge customers during peak hours. This blatant disregard for the financial well-being of their patrons is a clear indicator that the company’s priorities are misaligned.
If Wendy’s continues down this path, they may find themselves losing loyal customers who refuse to be subjected to such price manipulation. It’s time for companies like Wendy’s to put people before profits and reconsider their surge-pricing plans.
As our loyal readers, we encourage you to share your thoughts and opinions on this issue. Let your voice be heard and join the discussion below.
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Hunter
March 1, 2024 at 7:10 pm
They will be out of biz in three years or less doing this. I remmeber another place changing everything that made them popular trying to jack up the profits and now they are only a memory. People went there because they got decent food at a reasonable price. The costs went up and the quality went down as well. You can’t maintain this.
James Alford
March 1, 2024 at 7:13 pm
Sounds like a good reason to boycott Wendy’s.
Give them a dose of their own medicine.
Tim Mabry
March 1, 2024 at 7:15 pm
Will not eat at Wendy’s anymore gust for thinking of this
JBD
March 1, 2024 at 7:24 pm
Nah. I’m just not buyin it. Bye bye Gwendolynn’s…
Herb Haughton
March 1, 2024 at 7:24 pm
If they do this in my town, I will eat elsewhere.
Carolyn Dupre
March 1, 2024 at 7:33 pm
Wendy’s is going to find it will become another Bud Light comparison. Customers don’t like being jerked around. We aren’t stupid like these CEOs think we are! It will backfire. Lots of luck. I for one aren’t giving them my business anymore.
Po?.
March 1, 2024 at 7:46 pm
Another woke company that will soon be closing their doors
Bubba
March 1, 2024 at 7:49 pm
Duplicating Wendy’s burgers, fries, and chili at home is really quite easy, for approximately 75% less cost, and 100% less “attitude”, if you know what I mean. I liked Wendy’s products—enough to replicate them for my family regularly, and they love it.
When I drive past my nearest Wendy’s every day, there’s usually not a line any more, but for those I do see in line, I think, “Hey, Wendy’s, there’s your primary market now; lazy, stupid, obese, ignorant people. Want to surge price them? Ha! Do it! I don’t care because you lost me long ago and I’m not coming back!”
Kls
March 1, 2024 at 7:56 pm
I haven’t been to Wendy’s since they rudely refused to exchange a horrible sandwich for an edible one. Even before that, they were rude. Surging prices??? Another Stupid Wendy’s idea. Hope the go broke.
David L Sims
March 1, 2024 at 7:58 pm
I thought one of the founding reasons for the fast-food industry was to bring good food to the public at a reasonable price. If they have a popular item, they can increase the price just because its popular, soooo if they have an item that’s not selling so well will they reduce the price lower than the normal price, I doubt that. If Wendy’s goes down this path, they will lose my family’s dollars, as it is their prices are higher than the competitors with very few items not available at other fast-food outlets, my hard-earned dollars will reside in their cash drawers. Additionally, it should be noted that the quality and dedication to delivering a quality product has been falling which is a shame because I don’t mind paying more for a quality product, but opening a sloppily built burger, or constantly having my order incorrect plus one has to wait in line longer than other chains I have to ask myself … do I really want a square burger or run down the street for a flame cooked burger that looks like a little love was put into it and get it in half the time.
Crossram
March 1, 2024 at 8:06 pm
Just another Company to put on my boycott list.
DJ Sign
March 1, 2024 at 8:33 pm
Wendy’s food is just not exceptional to make it worth paying more because I decide to eat at a busy time. I’ll take my business to any number of other fast food restaurants that are abundant. Wendy’s should start looking for their headstone for the corporate graveyard of failed ideas.
olderthandirt
March 1, 2024 at 8:41 pm
When customers go to the fast food place next door, that 20 million will be long gone and not recouped. When fast food meals are over $10-12 why should people settle for the quality and quantity of food that is served, when you can go to sit down restaurants for a real meal…sometimes for even less. Greed at the top is what drives these high prices…not the salaries of the hourly worker.
John
March 1, 2024 at 8:58 pm
It’s real simple. Raise prices, lose business. I like Wendy’s. But won’t go to any of them when the corrupt governor greaseball new sum nukum passes a stupid 20 dollars an hour wage.hes burning the state to the ground with his Marxist dictatorship.
Pam
March 1, 2024 at 9:00 pm
Will not be eating at Wendy’s anytime when corporate is so out of touch with their customers who needs them. Not me or mine.
Ron
March 1, 2024 at 9:18 pm
Already over priced meals and We day’s want to gouge customers with added prices. The are plenty of Fast Food restaurants that hopefully don’t follow this idea to raise prices during busy time of the day. Burger King and McDonald’s much better offering.
Jimi Sigler
March 1, 2024 at 9:25 pm
No outrage from me. I just won’t go to Wendy’s unless and until they end this moronic pricing policy.
M.A. White
March 1, 2024 at 9:25 pm
Anybody who falls for Wendy’s bs price gouging either has too much money or not enough brains.
Thomas Midney
March 1, 2024 at 9:29 pm
And why is this not price gouging? Why will this be allowed? CEO Tanner should be sacked.
Lettie
March 1, 2024 at 11:40 pm
I can do without Wendy’s, many choices. Bye, Bye, Wendy’s.
LMS
March 2, 2024 at 1:11 am
I guess from now on I’ll just make my own food from now on and just go out on special occasions. This administration and corporations have completely derailed and I just won’t deal with this BS anymore.
If I have to completely go off the grid until things completely change than so be it!
This country is the absolute laughing stock to the entire world and the asylum and prison doors including the border are wide open for every criminal, terrorist, freaks from TukTok,corrupted youth in universities and all the other have infected every single aspect of society.
This country is now a third world country and those that still have brains and common sense can all see it and why people are preparing for WWIII, civil war, and wars in every state to protect us from the infected garbage runninng amok does not destroy everything people have worked hard for.
Get these criminals back in prison where they belong, the mental cases back inmental hospitals and asylums where they should be, get rid of the most disgusting politicians, DO NOT give Ukraine one more dime! Use that 95 billion to close the border and go through every single state and clean up the drugs, criminals, people who are here illegal, not using babies as an anchor and get this country back from the criminal Biden family. Every one of them are corrupt! If Trump did even 1/100 of what the Biden’s have the left would lose their minds.
TIM SWOFFORD
March 2, 2024 at 3:11 am
they just lost my $40.00 a week. Not that they care.
Bob
March 2, 2024 at 4:51 am
I quit eating at Wendy’s when a chicken sandwich meal cost me $15 with large sizing. I can get a steak and potatoes meal at another local restaurant for just a few $$ more. I see most customers backing off purchasing at Wendy’s during peak hours. The local Wendy’s business has already slowed compared to other restaurants. Dave Thomas would not go for this.
nevin snell
March 2, 2024 at 5:50 am
i will now go else where,good by wendy,s go to mcdonald’s or burger king
Daniel Quigley
March 2, 2024 at 8:37 am
Well Wendy’s it was nice. We had a beautiful and long relationship but I just have to now say “NO”. No as in no more late night runs through the drive thru when I was hungry but didn’t feel like cooking or making a sandwich. No More of that Chilli I used to love. No More anything Wendy’s because you have gone, ” Full Stupid”. Bad enough so many companies I have grown old with have gone ,”WOKE ” but you Wendy’s you take not just the Cake but the entire bakery that bakes those cakes with this Looney Idea. So you can now enjoy your Cake and eat it too as Millions will No longer be visiting your crazy high prices during the year. It was bad enough when you like the rest of the fast food industry had to raise your prices due to the Insane Law Doubling the Minimum Wage as that alone took me from a 3 or 4 time a week visitor to a 3 maybe 4 time a month visitor. There is only so much we consumers can take and your Nonsense has just added to much to continue to spend my money with you or any of the money hungry fast food establishments. While Video killed the Radio Star Stupidity is going to kill the Fast Food Industry. I watched it grow and now I’ll watch it Die.
Sue Rigsby
March 2, 2024 at 9:56 am
Do not like this. I have decreased the times I eat fast food due to it not being as good as it once was.
James Woodie Little
March 2, 2024 at 8:44 pm
That is just plain stupid…the thing more stupid is for people to continue going there!!!