Imagine waiting in line at your local Wendy’s drive-thru during the lunch rush, only to pull up to the menu board and realize that the spicy chicken nuggets you’ve been craving all day will cost you a dollar extra. That nightmare may soon become a reality, because Wendy’s plans on testing surge pricing that will increase the price of its spicy nuggets, burgers, Frostys, and other favorites during its busiest times.
During an earnings call earlier this month, Wendy’s CEO Kirk Tanner said the fast food chain plans on investing $20 million to roll out digital menu boards to US-based restaurants by the end of 2025. As part of the change, Wendy’s will also introduce something called “dynamic prices” that will change the prices on the digital...
