The well-known fast food chain Wendy’s has announced a novel strategy that promises to change the way consumers experience fast food service. Starting in 2025, Wendy’s plans to implement a dynamic pricing system on its menus, similar to the model used by ride-hailing services like Uber.
According to Yahoo FinanceThis change means that the cost of Wendy’s products will fluctuate throughout the day, based on demand.
For example, a hamburger might have a higher price during peak hours compared to off-peak times of the day.
The Logic of Wendy’s Dynamic Pricing
The concept of dynamic pricing is not new and has been widely adopted in industries such as airlines and hospitality, as well as transportation services. However, its application in the fast food sector represents an innovative step. This system will allow Wendy’s to adjust product prices in real time, reflecting current consumer demand.
According to the media AS USA Kirk Tanner, CEO of Wendy’s, explained that the introduction of dynamic pricing is part of a broader effort by the chain to modernize its offering and improve the customer experience.
In addition to dynamic pricing, Wendy’s plans to implement AI-enabled menu changes and specific promotions for certain time slots.
With this measure, Wendy’s hopes to not only optimize its revenue but also attract more customers by offering more competitive prices at key times of the day. Additionally, digital menu technology is expected to provide franchisees with tools to drive sales and profits throughout the entire chain.
New marketing strategy of the chain
In accordance with The opinion, Part of the strategy includes a significant investment in marketing, with $55 million dedicated to promoting breakfast in the United States and Canada over the next two years, seeking to drive accelerated global growth.
Wendy’s implementation of dynamic pricing marks a milestone in the fast food industry, potentially setting a precedent for other chains.
While some consumers may benefit from lower prices at certain times, others may face higher costs during peak hours. Only time will tell how this strategy will affect the market and the perception of the brand among consumers.
Editorial Team The editorial team of EMPRENDEDOR.com, which for more than 27 years has worked to promote entrepreneurship.