New York CNN —The price of a Wendy’s Frosty could soon fluctuate throughout the day as the chain looks to introduce Uber-like surge pricing on its menu.
The practice, known as “dynamic pricing,” will begin testing in 2025, Wendy’s recently revealed in an earnings call.
Surge pricing is common with sports and concert tickets and for ride-hailing apps, with services like Ticketmaster and Uber using sophisticated dynamic pricing algorithms that change minute by minute, based on demand.
However, there hasn’t been widespread adoption from restaurants because of the labor it takes employees to change menus.
McDonald’s has also dabbled with dynamic pricing and new order-suggestion capabilities at some of its upgraded drive-thrus and on its app.
Persons:
Wendy’s, Kirk Tanner, ” Tanner, Jonathan Maze, ”, “
Organizations:
New, New York CNN, Ticketmaster, Uber, CNN
Locations:
New York, upselling