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Wendy's Is Introducing Uber-Style 'Surge Pricing'

Kirk Tanner, the new CEO and president of Wendy’s, shared with analysts his various plans to increase company profits, including investing in digital menu boards that will have the capacity to display dynamic pricing that fluctuates throughout the day by 2025. Here's what customers need to know.

In early February, Kirk Tanner, the new CEO and president of Wendy’s, shared with analysts his various plans to increase company profits, including investing in digital menu boards that will have the capacity to display dynamic pricing that fluctuates throughout the day by 2025. “Wendy’s foray into dynamic pricing is a bold experiment that could help the chain be more efficient and ultimately profitable if it works, " said Caleb Silver, editor in chief of Investopedia, shared with Food & Wine. Generationally, I think we’re seeing this being acceptable.” According to Khan, the entire idea could help “fill in” slower times and ease the burden on kitchen staff during peak hours, making every restaurant more profitable and sustainable from a human resource perspective throughout the day.

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