Skip to content
Search AI Powered

Latest Stories

Wendy's Responds After Backlash To Reports They Will Launch 'Surge Pricing' For Their Menus

Wendy's restaurant sign
Kena Betancur/VIEWpress/GettyImages

Wendy’s CEO Kirk Tanner recently announced that the fast food brand will install menu boards with dynamic pricing that can change depending on demand starting in 2025, much to the horror of customers.

Wendy's fell out of flavor with customers who were once loyal to the square-shaped fresh-never-frozen beef patty burger chain.

On Tuesday, patrons expressed outrage at reports that Wendy's would test an “Uber-style” surge-pricing model in which prices would fluctuate throughout the day based on demand.


That meant popular food items like Dave’s Double or the Baconator could cost more during the lunch and dinner rush, affecting those who were unable to enjoy their meals during slow business hours.

Newly appointed Wendy’s CEO Kirk Tanner reportedly announced on a call to investors that the company would invest $20 million in high-tech menu boards.

Said Tanner:

“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."

It was unclear whether or not the surge model would have a ceiling price point or if the surge could go in the opposite direction, below normal pricing.

A spokesperson for Wendy's didn't disclose what the fluctuating costs would be but stated:

“Dynamic pricing can allow Wendy’s to be competitive and flexible with pricing, motivate customers to visit and provide them with the food they love at a great value."

Some customers wanted some answers...



...While others made a decision.

Many people on social media continued frowning over the announcement.






Ted Jenkin, CEO of Atlanta-based wealth management firm oXYGen Financial, commented on the controversial decision amidst the staggering inflation spike already affecting working middle to lower-class Americans strugling to make ends meet.

Said Jenkin:

“Guess people better change their lunch hours from 2pm to 4pm."
"With all of the concern of rising prices, the last thing you want to have to consider is how much will it cost you for a burger and fries depending on the time of day."

He added:

“This isn’t any better than what we see going on with guilt tipping right now."
"It will prey on the fact that people can’t remember what the price was yesterday or the week before."

Jenkin gave a reminder that this wasn't "a Taylor Swift concert, it’s a burger, fries, and a Frosty.”

But after the outrage online, Wendy's Vice President Heidi Schauer reached out to NPR via email to clarify what Tanner meant by his remarks—and it wasn't what was initially reported.

Schauer said:

"To clarify, 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."

The burger chain also shared a "Wendy’s Digital News Update" on their website, which assured customers that the new digital menus could actually allow them to offer discounts during slower times of day.

Regarding initial media coverage, the media statement said, in part:

"This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants. We have no plans to do that and would not raise prices when our customers are visiting us most."

So, there you have it. It sounds like everyone needs to chill. Perhaps a Frosty would help.

More from Trending

Sabrina Carpenter
Samir Hussein / Contributor/Getty Images

Video Of Paparazzi Shaming Sabrina Carpenter For Refusing To Take Photos Sparks Fan Outrage

While many people are openly envious of celebrities, they tend to forget that becoming a superstar does come with its fair share of challenges.

When your face is on billboards and screens all over the world, it is very easy to be recognized.

Keep ReadingShow less
Tina Fey
Good Hang with Amy Poehler

Tina Fey Sparks Debate After Calling Out Rich Celebrities Who Have A 'Side Hustle'

Actor and 30 Rock creator Tina Fey has sparked a bit of controversy after calling out celebrities who have a "side hustle."

You know the type: Lizzo and her Yitty apparel line, Rihanna and her makeup brand Fenty, Beyoncé and her new line of something seemingly every week; the list goes on and on, and Fey isn't into it.

Keep ReadingShow less
Sabre; Nancy Mace
@bottleneckloser/Instagram, Jemal Countess/Getty Images for Congressional Integrity Project

Trans Influencer Speaks Out After She's Randomly Targeted By Nancy Mace Online

A trans influencer fired back at MAGA Representative Nancy Mace of South Carolina for mocking her about her trans identity on social media and subsequently making her vulnerable to attacks.

Sabre, whose Instagram handle is @bottleneckloser, posted a video stating that the lawmaker "bullied" her recently for being "hot on Twitter.”

Keep ReadingShow less
Elon Musk
Terence Lewis/Icon Sportswire via Getty Images

YouTube Becomes Unlikely Hero After Play Button Is Perfectly Placed Over Musk's Face

Call it kismet or divine intervention, but sometimes the fates align to inadvertently create something wonderful.

Or hilarious.

Keep ReadingShow less
Elon Musk and Jim Jordan
Terence Lewis/Icon Sportswire via Getty Images

GOP Account Hit With Blunt Reminder After Shaming Dems For Celebrating Tesla's Downfall

Minnesota Democratic Governor and former vice presidential candidate Tim Walz joined many Americans in a bit of schadenfreude regarding White House advisor Elon Musk’s recent reversal of fortune.

Musk, the self-described leader of the Department of Government Efficiency (DOGE), has seen protests against his actions on behalf of Republican President Donald Trump. Part of those protests include Tesla owners getting rid of their vehicles, buyers boycotting the brand, and stockholders dumping their shares.

Keep ReadingShow less