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Fast food restaurant Wendy’s plans Uber-like surge pricing, with digital menu boards that change prices depending on demand

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.

“We expect our digital menu boards will drive immediate benefits to order accuracy, improve crew experience and sales growth from upselling and consistent merchandising execution,” Tanner said on the call. The menus were first shown in a mockup of a redesigned Wendy’s unveiled in 2022 that featured new pick-up windows, a more technologically advanced kitchen and a spruced-up interior. The new menus have already rolled out at some drive-thrus, with some TikTok users showing them powered by an automated voice, instead of a human worker, with suggestions for add-ons featured onscreen.

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