Wendy's Clarifies Company Will Not Implement Surge Pricing After Backlash

American fast-food giant Wendy's has sought to quash rumors of implementing surge pricing at its outlets following customer backlash and accusations.

The controversy stemmed from comments made by CEO Kirk Tanner during an investor call earlier this month, where he hinted at the possibility of introducing "dynamic pricing" features as part of the company's digital menu board rollout.

Wendy's Denies Surge Pricing Plans

(Photo: Justin Sullivan/Getty Images)
A view of a Wendy's restaurant on May 12, 2021, in Pinole, California.

Dynamic pricing, a strategy commonly associated with ride-sharing services like Uber, involves adjusting prices based on demand, potentially resulting in higher costs for consumers during peak hours.

However, Wendy's has moved swiftly to clarify its intentions, asserting that the company has no plans to raise prices during busy periods.

"Wendy's will not implement surge pricing, which is the practice of raising prices when demand is highest," the company's spokesperson, Heidi Scheuer, told Fox News Digital. "We didn't use that phrase, nor do we plan to implement that practice."

Wendy's emphasized that the purpose of the digital menu boards was to enhance flexibility in promoting featured items and offering discounts, particularly during slower times of the day.

"This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants," Scheuer clarified in a statement issued Tuesday. "We have no plans to do that and would not raise prices when our customers are visiting us most."

How Wendy's Addressed Concerns Over 'Dynamic Pricing' Remark

The misunderstanding arose from Tanner's mention of "dynamic pricing" during the investor call, which led to backlash and concerns among customers and policymakers alike.

"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," Tanner said.

Left-wing Senator Elizabeth Warren was among the vocal critics, condemning the potential move as "price gouging plain and simple."

Wendy's has sought to assuage these concerns by reiterating its commitment to providing value to customers and maintaining transparent pricing practices. The company emphasized that any future testing of dynamic pricing features would be aimed at benefiting both customers and restaurant staff.

"Any features we may test in the future would be designed to benefit our customers and restaurant crew members," the company stated.

While dynamic pricing has been successfully implemented in various industries, including airlines and e-commerce, its potential adoption in the fast-food sector has sparked debate and skepticism.

Industry analysts have noted the potential risks associated with dynamic pricing, including consumer confusion and backlash.

As Wendy's seeks to reassure customers and stakeholders, the incident underscores the importance of clear communication and transparency in implementing pricing changes.