Wendy's to Adopt Surge Pricing

Wendy’s announced it will launch new menu prices that will fluctuate depending on the time of day.

The country’s second-largest burger chain, which has 6,000 restaurant locations, said the change will begin next year. ...

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Wendy’s CEO Kirk Tanner said the company will spend $20 million on high-tech digital menu boards that can update prices in real time, similar to surge pricing strategies adopted by rideshare companies like Uber and Lyft, airlines and hotels.

Ed Morrissey

Sounds like a great strategy -- to avoid surges at all. Consumers eat on a schedule in most cases, and if Wendy's wants to penalize them for it, they'll just find another burger joint to do business during those times. 

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