Wendy’s Is Looking To Introduce Surge Pricing

In case you weren’t already feeling it, Americans are spending the biggest share of their income on food for the first time in 30 years. And a fast food chain that is looking to get even more money from you is Wendy’s.

You can say goodbye to even affording Wendy’s at any given hour of the day, because the chain is introducing surge pricing, which is when a company fluctuates the cost of an item due to factors like demand. For a possible scenario, during peak lunch hours, a Wendy’s burger may be priced higher, then decrease during the quieter afternoon period, only to rise again during dinner service.

If you were going to Wendy’s for affordability, well now, you can consider it as part of the old days. Earlier this month, Wendy’s CEO Kirk Tanner announced that the fast food chain will spend $20 million to install digital menu boards in its US restaurants by the end of 2025. These new boards will feature “dynamic prices,” adjusting prices based on demand.

Does Wendy’s really think this means more people are going to order from them? To be honest, there are already so many fast food companies out there fighting for customers, and at this point, customers should just switch to whichever spot offers them the best deals instead.