Wendy's to Test Surge Pricing on Its Menu Items Where Prices Fluctuate Based on Demand

The practice is comparable to when the price of an Uber ride can spike in inclement weather or high traffic.

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Wendy’s menu prices may start fluctuating.

CNN reports that the chain restaurant is looking to test “dynamic pricing” on its menu in 2025. The practice, also called surge pricing, is when the price of a product or service fluctuates based on demand—comparable to when the price of an Uber ride can spike in inclement weather or high traffic.

Wendy’s CEO Kirk Tanner discussed the approach in an earnings call, sharing that the strategy is part of new digital menu boards in the US, which will allow the eatery to change prices with ease. The upgraded technology is a $20 million investment, which will let the chain test out “more enhanced features like dynamic pricing and day-part offerings along with AI-enabled menu changes and suggestive selling.”


No more people taking your drive thru orders? #insane #future #ai #wendys

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“We expect our digital menu boards will drive immediate benefits to order accuracy, improve crew experience and sales growth from upselling and consistent merchandising execution,” Tanner said on the call.

The Wendy's annoucement comes a few days after the USDA revealed that Americans spent more of their income on food than they have in three decades in 2022. So much for fast food being an alternative option.

Select Wendy's locations already boast new menus at its drive-thrus, where customers order with an automated voice rather than a person—and some TikTok users posted about the new features, clearly taken aback.

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