Wendy's is making headlines after CEO Kirk Tanner's statement during the February 15 earnings call sparked confusion and concern among customers and analysts. The fast-food giant initially announced plans to introduce "dynamic pricing" to its menus, leading to comparisons to surge pricing models used by rideshare services like Uber.

The public's reaction was swift, with many expressing outrage over the perceived price fluctuations. In response to the backlash, Wendy's has clarified that surge pricing will not be implemented, emphasizing that any future features tested will be designed to benefit customers and restaurant crew members.

As part of its digital transformation strategy, Wendy's is set to invest approximately $20 million to launch digital menu boards at all U.S. company-run restaurants by the end of 2025. An additional investment of around $10 million over the next two years will support global digital menu enhancements.

The digital menu boards are expected to offer increased flexibility in changing menu offerings throughout the day, allowing for discounts and value offers, particularly during slower times. Wendy's aims to leverage technology to enhance the customer experience while maintaining transparency and fairness in its pricing strategies.