Wendy's plans to test surge pricing in restaurants

Wendy's is planning to roll out a "dynamic pricing" model for its menu in 2025, meaning prices will change throughout the day based on a few different factors. CBS News senior business and technology correspondent Jo Ling Kent explains.
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[@shancakes5100]

Yeah, that’s called price gouging. Not price surging or dynamic pricing.

[@derekflegg2510]

You know, they just built a Wendy's in my little town that would be opening any day now and I had planned to stop in but hearing this news - whether or they're using their new pricing scheme - Wendy's is off my list.. They're dead to me.. (In Ontario, Canada they call it Peak Period Pricing applied to electricity using "Smart Meters".)

[@user-fr3hy9uh6y]

As a loyal Wendy's customer, it is time to find another place to eat😢 Sounds like they need to fire their board of directors.

[@TimmyTheTinman]

Your first mistake was becoming a loyal Wendy’s customer😭

[@dabndangle]

BOYCOT WENDYS

[@c88485]

Same.

[@annietaylor1089]

Wendy’s you’re “out”. As for Kelloggs, same. Here’s what they don’t understand, our money, our choice. There is nothing either offers that I need.

[@penneyippen7550]

I used to love Wendy’s, but not anymore

[@---Tre---]

They spent 20 Million dollars on this program instead of paying their workers better.

[@dabndangle]

Boycot wendys

[@calebsanchez4429]

I plan to test a boycott of Wendy's then

[@drumtwo4seven]

me too

[@charlybucket2691]

This

[@c88485]

lol. So do we.

[@tomhoots]

I'll start "dynamic patronage" at fast food restaurants.

[@DavidRexGlenn]

All these companies could raise their share price by trimming the executive bloat

[@switch1237]

Facts

[@epicgamingmomentz]

Want more customers. lower prices, make better food. Pretty simple. Greedflation out of hand these days, no accountability.

[@bobby1970]

It's only going to get much worse from here on out.

[@pharag4886]

As they continue to print usd into existence. The value you get per usd will drop.

[@TaccRaccoon]

​@bobby1970 I guess my weightloss journey will begin soon then

[@pharag4886]

@TaccRaccoon I hope you do! It will be good for your health and your wallet. Win win bb!

[@rensinclair4218]

So you want higher quality for less money?

[@denisegarcia4411]

A $5, $7 or $10 meal is the same food/labor cost regardless of what time you order/eat it. I wonder if they will pay their employees more during peak hours, I doubt it! I will not be eating at Wendy’s.

[@rensinclair4218]

That's literally not how labor costs work. Labor costs are calculated on the half hour and can fluctuate wildly. You really don't know

[@claireconover]

@@rensinclair4218 actually YOU are wrong. for the last 40 years (2010 and earlier), labor per hour has been a consistent sum (a set price multiplied by time spent). again, for the last 40 years the standard has never been a variable price, determined by the time of day, multiplied by complicated algorithm. … that nonsense is new.

[@terrencemolinari]

They should plan for a surge in sales losses.

[@dabndangle]

Boycot wendys

[@c88485]

lol. Good point. I am planning for a surge in NEVER again buying food from Wendy's.

[@Tornado1994]

Let this be a Wakeup Call for them. Its TIME for ConAgra to get their Filthy hands off the Company, TIME for KraftHeinz to become their New Parent Company and TIME for them to put the Thomas Family back on the Chair. Including Wendy herself.

[@Bungalowtv]

Fast food restaurants are a dying breed now…door dash killed it really. 15$ for McDonald’s meal in MN is outrageous!

[@Bungalowtv]

@@basketballman1854 Viden really? please try greedy capitolist...legislation can't stop companies from raising prices...stop eating their bs and the prices will drop.

[@TaccRaccoon]

​@basketballman1854 way to change the subject

[@rensinclair4218]

Not really

[@Phearsum]

@@TaccRaccoon Pretty on topic. The majority of our countries economic woes can be traced back to things Democrats have done. 😆

[@DarqJestor]

Thanks Trump.

[@unifiedvision999]

No doubt they'll charge more when it's busy, but they won't actually charge less when it isn't busy. The customers will pay more, guaranteed.

[@negative7proxy]

Yup, normal prices during slow hours and more during peak hours. Corporations on care about them dollars.

[@GalaxiasDragon]

We have the ceo of Kellogg cereal telling citizens that the poor can eat cereal for dinner if it’s too expensive, and now Wendys saying that they’re going to raise the price of food based on your enjoyment of the food? What is this? The Great Depression round 2?

[@Kimm.J]

As a paying consumer, I'd say you'd be better off cutting your multiple million bonuses than pre-planning to loot us.

[@Chad_Max]

CEOs deserve ever dollar they earn. That group is rare and 99.999% of workers don’t have the talent to become CEOs. On top of that the average CEO tenure is 5 years bc two bad quarters and the Board will kick you out. If you want to push to raise minimum wages for low skilled workers, then don’t be shocked when you have to pay higher prices…

[@Kimm.J]

@@Chad_Max Are you effing being crybag because some multi millionaire thinks about their career? Work stuff even... how do they do it?

[@raylovelace8588]

And it just happens to have rather more psychopaths than other "jobs."​@ChadT987

[@tdelphia1]

@@Chad_Max Wow. Do a little critical thinking here. In 1965, the average CEO earned 21x what their average employee earned. By 2022, corporate executive greed has escalated so that CEOs are now, on average, making 344 times what their average worker makes. Another fun statistic for you: from 1978 to 2022, the average worker's salary increased 15.3% while the average CEO's salary increased 1,209.2%. ONE THOUSAND, TWO HUNDRED AND NINE point two percent. If you're a Gen Z or Millennial, perhaps you just assume that CEOs should be feudal lords making stratospheric salaries, but for other generations, we can remember when things were different. (Source for the stats: Economic Policy Institute, a non-profit, nonpartisan think tank). Or maybe you're a CEO justifying your 1% existence on the backs of your employees.

[@johnutah293]

​@@Chad_MaxNeoliberal economics are garbage. Your libertarian views are also 😂.

[@tnnsboy18]

RIP Wendy's lol

[@ItsDatCajunStuff]

Dave Thomas wouldn't approve.

[@kierstynkj]

These companies forget if they do this we will just start making burgers and fresh cut fries at home! Absolute foolishness!

[@giofranco6887]

🤣 🤡

[@Make_Me_A_Sandwhich]

U should already be doing that

[@claireconover]

@@Make_Me_A_Sandwhich most people already do. nobody eats exclusively fast food…

[@ParisTheGreat]

​@@Make_Me_A_Sandwhichbro I was just about to say that! I'm literally grilling burgers right now and gonna just pop some fries in the air fryer! Waaaay cheaper and you know who made it and how it was prepared! I stopped trusting fast food and other people's cooking a long time ago my friend. 😂😂😂😊

[@tdelphia1]

"This will allow us to be more nimble and flexible with pricing" = We want to find out if consumers will pay $50 for a burger and fries Bye, bye Wendy's.

[@RaySw89]

Wendy’s prices are already too high, I’ll pass on them

[@TaccRaccoon]

Idk I've gotten some good deals with the app

[@ohcanb4020]

Wendy the WORST IDEA you ever have or had. You Will Lose CustomerS !

[@diannejones5486]

You will lose me as a customer. How will your stock holders like that?

[@jonbranch710]

That's the most preposterous asinine idea ever

[@kg1966]

It’s easy not to go to Wendy’s.

[@kiniburk]

Bad idea. Near by fast food outlets could easily undercut price surging Wendy's and make it up on volume.

[@charlybucket2691]

Well, I already don't eat out very often, and it's been about 1 yr since I went to Wendy's. I like Wendy's, but fast food has gotten too damn expensive so I cook at home, which is also too damn expensive these days.

[@williamshaw5388]

Time to Boycott Wendy’s.

[@bobby1970]

You know it won't be long now until other types of businesses and industries will do the same. The airlines have been doing it for decades. Price surging is almost like price gouging.

[@c88485]

Right. Other reports said the other big name fast food companies will follow this price gouging crime if it works out well for Wendy's. I will no longer patronize Wendy's.

[@Mr_Timi1]

what do you mean almost?

[@michaelmaher4154]

Price gouging. It's supposed to be fast and easy, not the stock market floor.

[@ShdwftheSuN]

Worst fast food idea ever.

[@ChosenOne6666]

Let me guess the prices go up, breakfast, lunch, and dinner.

[@tjmichael8773]

it would have been more PR friendly to just say they would give a discount during non peak hours.

[@bobby1970]

Good point. I guess they didn't think of that.

[@hvfd5956]

Shhh! don't tell them that!

[@rensinclair4218]

That would make it worse, not better

[@rensinclair4218]

​@hvfd5956 all you'd do is slow it down more

[@rensinclair4218]

It's already busy and they're poorly staffed...let's bring in MORE people. You're not understanding why they're doing it. It's to keep you away during busy times and bring you in when it's not.

[@gl241]

It’s going to tank the stock.

[@IShallCallHimTaders]

to quote george carlin. Changing the name of something doesn't mean you've changed the outcome. Price Gouging is price gouging, they are trying to rip you people off.

[@derekantal2286]

We won't be eating there.

[@joeanderson8839]

I won't be shopping at Wendy's anymore.

[@Leo-z1v]

I will definitely not be eating at Wendy’s. That’s going to be a hard stop

[@mikemalone4732]

Hello Wendy’s - remember ‘Bud Light’ ??? Do these companies not think thru these decisions before rolling something out ? Dave, who did you leave in charge ?

[@kb7yim960]

Late stage capitalism. You just lost a customer because of your greed. What if you came to buy and you see the price go up before your eyes. I don't like. JIT is a stupid idea!

[@John_Doe3]

I'm sure they're already charging more than they need to. How do we even know if the prices need to be increased? Are the prices only getting increased when there's demand or when they want more money? When they mention shareholders you already know they don't care about ripping off the consumer.

[@harpazohockey2812]

As of today, I'm DONE with Wendy's. Never EVER going back!!

[@Lucysil1970]

Wendy’s is struggling so they are raising prices. That makes sense…

[@c88485]

No. Other reports said all of the other fast food companies will do this, too, if it goes well for Wendy's. This is nothing but Price Gouging, pure and simple.

[@cathlic2007]

@@c88485it won’t go well, the customers are furious including myself I won’t be going there anymore. This is just pure greed

[@rogerlongfall]

This is one more reason to choose a new place to eat.

[@Skinnyd4]

I haven't eaten at a Wendy's in decades. Well, price gouging is a good way to ensure that that streak continues.

[@NocturnalCare]

I’d prefer NOT to hear from rich CEOs…most are out of touch with folks that purchase their products 🤬

[@First1ToComment]

Who eats at this dump ?

[@claireconover]

currently, almost nobody. soon… nobody.

[@TaccRaccoon]

I seen a guy in a tesla go there

[@bigcahuna42366]

Fast food was really meant to be priced so that most younger people could afford to eat there. Not anymore.

[@user-du8kx2so6u]

The food isnt worth it. No fast food is. They need to be lowering the prices.

[@barrymickelson1184]

Nothing like making you wait while charging you more bye bye Wendy's ¡!!

[@tairdudeusa7981]

Goodbye Wendy's have a nice bankruptcy! When you get greedy you get gone.

[@rrcDTD2013]

Maybe Americans can wake up and start eating healthy instead. Decrease diabetes, obesity, heart disease…seems crazy I know 🙄

[@Shonufff88]

So, stop eating at Wendy's. Got the message.

[@bobby1970]

Chick-fil-A it is then.

[@TaccRaccoon]

​@@bobby1970like they're any cheaper

[@reecom9884]

It use to be you got a discount on food near the closing hours that benefited both the customer and the store owner. Greed has now taken over the industry!

[@BattlefieldNPC]

They rolling out a bankruptcy speedrun

[@areiorum]

F Wendy's

[@lxkn0745]

-They said AI wouldn’t impact hiring efforts. That was a lie. - They said AI wouldn’t impact employee wages. That was a lie. - They said AI wouldn’t cause an increase in prices. That was a lie. So why are we using more AI to do LESS work and STILL increasing prices??

[@svongsa]

It’s all about extracting more money from the consumer. Stop going to WENDY’s folks.

[@c88485]

Congratulations on losing this family of customers Wendy's. We don't appreciate the PRICE GOUGING. Glad you have the extra 20Mill to spend on your new Price Gouging Boards. Buh Bye!

[@almdrs]

I will start a "Dynamic Walk Across The Street To Buy Food From The Competitor".

[@ohioguy215]

I'll direct traffic. There will be many following you !

[@scottfister170]

Bad business plan. Will lose customer like me

[@kbkelleyfamily]

Just wait until people pull through the drive thru, see the prices, and then decide not to order. This idea will fail hard.

[@robevans5222]

Once they've made the trip, they'll probably bite their tongue and make a purchase. But they'll be a lot less likely to return. I predict this is going to fail sensationally.

[@MickeyCastro]

Post COVID life sucks 😒

[@SpaceNukeSucks]

I guess the price hike is worth not going to the next location. That is just evil. smh

[@TheEbnk]

You know maybe instead of pleasing your stock holders, you please the "loyal customer" lining their pockets.

[@lastpme]

I rarely go to Wendy’s…will go less in 2025….dumb move…

[@bravewave2084]

I won't be going for chili anymore. Won't be part of the surge. Boycott Wendy's.

[@dannyburleigh1]

In other words if I ask for a cheeseburger with NO Onion NO Tomato and NO Mustard!= they should take off about 60cents off of the regular price of that particular cheeseburger! 🍔

[@switch1237]

Sounds like a hot mess

[@austinsoza1907]

Boycotting bye the food sucks anyways

[@BigCheese007]

I guess I can't complain about getting a $3 burger at Rally's 😂

[@cBMWtony]

Kirk Tanner (Wendy’s CEO) is now backtracking. What a selfish coward. Wendy’s needs to fire this guy. Like if you agree 👍

[@user-lp2lo5cw9o]

Oh hell no ...go away .you're trying to justify a markup for NO reason..

[@MasD1776]

Done eating at Wendy’s.

[@ChuckLu-en3ul]

BOYCOTT !!!!!!!!....... These people done lost their Rabbit as mind

[@LostandFoundTravel]

Do the employees get surge compensation? Bet not.

[@TorranceJPlaylist]

Rip

[@RobertColyer-co1nu]

And do you think that Wendy's share holders will share the profits with the workers who make them rich....er

[@TaccRaccoon]

Nah they'll probably have their pay deducted

[@joshthompson7034]

This is going to backfire on them SO hard. It’s just price gouging, they aren’t even trying to hide it

[@Chisel_Chest]

Expensive unhealthy food is always a great option!

[@CannibalCowboy51]

Make your own food. It's cheaper and tastes better. Put the phone down and you'll have the time.

[@Whooshta]

Does Wendy's employees need help unionizing? You think customers are aggressive and annoying for a 10cent increase over a year... imagine changing prices every hour.

[@DarqJestor]

AI will then start "dynamic" pricing when you order drive through depending on how expensive your car is.

[@JDDupuy]

I think I will try not buying at all and see what that does to peak prices. Oh dynamic pricing they call it. I call it BS!

[@photobearcmh]

Support your local food trucks! That money is going to help another little guy feed their family not buy some wealthy CEO another Rolls Royce. Also, the food is MUCH better.

[@vasanthpragash854]

Surge pricing works for services not commodities.

[@lissaflowers1137]

No more eating out!! Anywhere. Sick of this crap!

[@rlo4650]

I will boycott Wendy's.

[@eddiearmijo6635]

Citys Should Charge for increased Traffic.

[@Universal035]

Squidward: "$100 For a Krabby Patty"? Mr. Krabs: "With Cheese Mr. Squidward...With Cheese" 🧀 💰

[@ourpresidentswallows6017]

As a loyal customer I’ll no longer be eating here. Take care

[@jeanlouis7]

I ain’t going then

[@dlebreton7888]

I have other choices and will go elsewhere. Bye, bye.

[@ironbowtie]

Wendy's is already insanely expensive. $11 for a cheeseburger and fries.

[@erics5810]

Dave is rolling his urn ⚱️

[@JustAThought1000]

Pitiful idea!!!!

[@Liam1694u]

No! Just No.

[@B-rian937]

A perfect example of how to destroy a company with one announcement.

[@pamelatyer1030]

They need to try to get orders right , and make sure they have chocolate frosty at 12 noon .. that is un excusable

[@ehspii]

Boycott Wendy's

[@drewbeholy9760]

I'm sure a multi-million dollar corporation like Wendy's will also implement surge wage increases for those really really busy times to show that they value their employees as much as their profit margins.

[@supertec2023]

For a CEO who gets paid that much money he sure said something stupid.

[@Whooshta]

I will steal accordingly. If I find out it could have been cheaper in the day and I paid more. Then I will go in and steal a soda, or maybe steal sauces, or a dining chair.

[@charlybucket2691]

Two wrongs don't make a right..

[@Whooshta]

@@charlybucket2691 no, but FAFO.