Wendy's confirms 'Uber surge-style' menu - prices change during day
Wendy's plots new 'Uber surge-style' menu where prices jump up and down in line with demand - so when will be the cheapest (and costliest) time to eat?
- Wendy's will invest $20 million in digital menus in restaurants across the US
- They will enable the chain to change the price of items depending on demand
- For example, the cost could be raised at lunchtime and lowered when it's quiet
UPDATED: 14:41 EST, 26 February 2024
Wendy's is planning to charge different prices depending on the time of day - which means a burger could cost more at lunchtime than mid-afternoon.
So-called dynamic pricing might mean that at busy times like breakfast, lunch and dinner, prices it advertises on a digital menu would be higher and at quieter times they would fall.
For example, a Dave's Single quarter pounder currently costs around $5.99 at a Wendy's in Newark, New Jersey.
Under the new system that could in theory increase by a dollar at lunchtime and drop by a similar amount during the post-lunch lull.
Wendy's new system will begin testing in 2025 and rely on 'digital menu boards', in which it will invest $20 million, according to its CEO Kirk Tanner. That will mean it will be able to update prices in real time and at little to no expense.
A Dave's Single quarter pounder currently costs around $5.99 at a Wendy's in Newark, New Jersey. Under the new system that might vary throughout the day depending on the demand
