Wendy's has responded to recent criticism following the announcement of their upcoming test of dynamic pricing on digital menus. During an earnings call on Feb. 15, Wendy's CEO Kirk Tanner stated that the company is investing $20 million in its digital business to enhance sales and improve accuracy. One of the proposed changes includes implementing digital menu boards that can be updated in real-time to provide customers with more flexibility.

Tanner outlined that starting as early as 2025, Wendy's will explore features like dynamic pricing, daypart offerings, and AI-driven menu changes and upselling strategies. The initiative is expected to streamline order accuracy, enhance crew experience, and boost sales through consistent merchandising execution.

The media's use of the term "surge pricing" to describe Wendy's dynamic pricing approach triggered backlash, with accusations of price gouging circulating online. Politicians like Pennsylvania Sen. Bob Casey and Massachusetts Sen. Elizabeth Warren criticized Wendy's for alleged corporate greed and price gouging. However, Wendy's has clarified that their dynamic pricing strategy does not involve raising prices during peak hours, emphasizing that it aims to offer discounts and value promotions to customers during slower times of the day.

While some industry experts argue that dynamic pricing may not be suitable for the restaurant sector, Wendy's remains confident in the benefits that their digital menu boards and pricing strategies will bring to customers and employees. Far from implementing surge pricing, Wendy's envisions leveraging dynamic pricing to provide a better experience for patrons and improve operational efficiency.