Wendy's Dynamic Menu Is About Personalized Experiences and Offers—Not Surge Pricing

The fast-food chain's earnings call got poor reception on social media, but experts say cost transparency can repair trust

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Selling frugal fast-food buyers on dynamic pricing and digital menus gets more difficult once it’s framed as surge pricing and Uber multipliers. But consumers have already, unwittingly, bought into Wendy’s new system.

On its February earnings call, Wendy’s CEO Kirk Tanner announced that the fast-food chain would be spending roughly $20 million on digital menu boards that would let it change prices on the fly and—paired with a Google-powered AI voice platform—offer suggested upsells to customers.



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