Wendy’s, a leading US fast-food chain, is set to adopt ‘surge pricing’ next year. In a bold departure from the industry’s traditional flat-rate pricing model, these prices would dynamically respond to market trends.
The change is expected to enhance Wendy’s responsiveness to shifting consumer demands and market conditions. Particularly during peak dining hours, this innovative approach could optimize operations and increase profitability.
Modelled on the likes of Uber’s dynamic pricing, Wendy’s aims to harness technology to revamp its customer interaction and pricing approach. Starting 2025, the company plans on implementing AI-powered menu modifications and customer sales prompts.
The vision is that, menus will constantly adjust based on customer preferences, current demand, and prevailing market trends. This could introduce a new level of customization in meal ordering, with suggestions based on customers’ order history and preferred choices.
Similar to Uber’s real-time price adjustment strategy, Wendy’s sees the potential to dynamically tweak its pricing based on factors like peak times, location-specific demand, and even weather conditions. This is projected to streamline operations and enable intelligent pricing decisions.
Technologically-driven operations indicate Wendy’s resolve to lead in context-driven customer engagement and smart business. By embracing a more elastic, tech-infused and data-oriented approach, Wendy’s aims to deliver an enhanced customer experience.
Wendy’s is earmarking around $20 million for digital menu boards across its U.S. restaurants by 2025, with an extra $10 million for global digital menu innovations over the next two years.
The current CEO of Wendy’s is Kirk Tanner, former executive at PepsiCo. Under his leadership, the company aims to bolster its branding, improve customer satisfaction, and grow its international presence by opening more Wendy’s branches globally.
However, the proposed ‘surge pricing’ has sparked criticisms from various quarters. Social media users have threatened to boycott Wendy’s while, concerns have been raised about its potential impact on those living paycheck to paycheck and potential unpredictability in budgeting food expenses.
Although surge pricing is common in industries like ride-hail services or hospitality, it is uncharted territory in the fast food industry. The company, thus, needs to tread carefully to avoid further customer alienation.
Twitter users have contrasted Wendy’s forthcoming pricing policy with Uber’s controversial dynamic pricing. This highlights potential difficulties Wendy’s may encounter as it braces to test this new pricing model in the upcoming year.
