Wendy’s to introduce dynamic pricing model

Costs for menu items would fluctuate based on time, place, demand

You may soon see the term “surge pricing” not just for Ubers and Lyfts, but for burgers and fries.

Wendy’s is planning to roll out a dynamic pricing model similar to ridehailing companies as soon as next year, CEO Kirk Tanner said on a recent earnings call.

That means Wendy’s prices would fluctuate based on time, location and demand.

Tanner said the company will be rolling out several plans to improve company profits, including digital menu boards that could update prices in real time and show different offerings during certain parts of the day.

“At Wendy’s, we’re focused on providing great tasting, fresh, high-quality food and doing it in a way that brings value to our customers. As we’ve previously shared, we are making a significant investment to accelerate our digital business,” Wendy’s said in statements to TODAY.com and Fox Business.

“In addition to evolving our loyalty program, we are leveraging technology even more with the roll out of digital menu boards in some U.S. restaurants,” the statement reads, according to TODAY.com.

“Beginning as early as 2025, we will begin testing a variety of enhanced features on these digital menu boards like dynamic pricing, different offerings in certain parts of the day, AI-enabled menu changes and suggestive selling based on factors such as weather.”

Wendy’s did not immediately respond to a USA TODAY request for comment. The fast-food burger chain has also announced a sweet new addition to its breakfast menu. Wendy’s has partnered with Cinnabon to introduce the Cinnabon Pull-Apart, a set of warm, buttery dough bites baked together with cinnamon and topped with Cinnabon’s signature cream cheese frosting.

The item is now available at Wendy’s restaurants nationwide during breakfast hours.

On Thursday, customers can get a free Cinnabon Pull-Apart at their local Wendy’s during breakfast hours while supplies last.