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# Wendy’s Clarifies Plans on Surge Pricing

Wendy’s recently made headlines with suggestions of implementing surge pricing for its popular burgers and fries, leading to widespread speculation and backlash. However, the company’s CEO, Kirk Tanner, reassured stakeholders during an earnings call that the implementation of “dynamic pricing” would not result in increased prices, focusing instead on offering discounts to customers.

## The Misunderstanding Around Dynamic Pricing

Dynamic pricing, often associated with surge pricing, involves adjusting prices based on fluctuating demand levels. Comparable to the models adopted by ride-sharing services like Uber and Lyft, the expectation was for Wendy’s menu prices to vary depending on peak hours or slower periods throughout the day.

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## Wendy’s Digital Transformation Strategy

The discussion of the new pricing model was part of Wendy’s broader $20 million investment plan to install digital menu boards across all US locations by 2025. Additionally, the company announced an additional $10 million allocation over the next two years to enhance its global digital menu boards.

## Resolving Confusion and Controversy

Following the uproar surrounding the surge pricing speculations, Wendy’s promptly clarified its stance, asserting that surge pricing, characterized by price hikes during peak demand, would not be implemented. The company emphasized its commitment to offering discounts and value promotions through the digital menu boards, particularly during off-peak hours.

### Embracing Technological Advancements

In line with its efforts to enhance customer experiences, Wendy’s revealed plans to invest $15 million in improving its mobile app and loyalty program. The company also aims to expand its AI-enabled drive-thru services, incorporating AI menu adjustments and suggestive selling based on various factors by 2025.

# Conclusion

As Wendy’s navigates the complexities of modern consumer preferences and technological advancements, transparency and customer-centric initiatives remain at the core of its strategy. Despite initial confusion, the company’s commitment to enhancing digital experiences and offering value-driven promotions reflects its dedication to meeting evolving market demands and consumer expectations.

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