Wendy’s Will Begin Uber-Style Surge-Pricing, With Menu Prices Changing Based On Demand

At the beginning of 2025, Wendy’s will be implementing a pricing model that resembles Uber’s surge-pricing.

Wendy’s will start to test many enhanced features on their digital menu boards. This includes pricing, various offerings during particular parts of the day, AI-enabled menu changes, and certain options based on things like the weather.

A representative for the company has said that changes in pricing is a portion of the numerous initiatives that will be tried out by the fast food giant.

Surge pricing is when the price of an item or service goes up or down in relation to demand or other components, like calling for an Uber ride while it’s rush hour or imperfect weather.

Wendy’s says by implementing the dynamic or surge pricing, they will be able to compete and be flexible with pricing, encourage customers to visit, and give them food that they enjoy at a great value.

However one expert of economics has said that, “They should shoot themselves in the foot by introducing something customers aren’t ready for.”

Wendy’s is expected to spend $20 million to start the initiative with the digital menu board that will resemble fluctuating prices in real time.