Wendy’s customers disgusted as restaurant reveals Uber-style “surge pricing” plan

Fast food customers are revolted by Wendy’s plans to implement a “surge pricing” system where the price of food, such as its Baconator, will fluctuate depending on the demand.

On February 26, Wendy’s CEO Kirk Tanner revealed a new pricing system coming next year where the cost of food will frequently change depending on demand.

For instance, during the lunch rush, a Dave’s Single quarter pounder could go up by nearly a dollar during peak hours, but could drop in price once there are fewer customers.

The system is scheduled to be tested in 2025 and will utilize new “digital menu boards” where the prices will be updated in real-time, but customers are already furious at the plan.

Wendy’s surge-pricing plan slammed as a “sick joke”

Across social media, users were livid at Wendy’s plans to implement Uber-style surge-pricing, with many bringing up the ride-share app’s issues in their argument against the new system.

“They went and Uberfied fast food,” one remarked.

Wendy's is planning to roll out surge pricing on its menus starting next year

Prices would jump by as much as $1 during peak hours and decrease during slower periods

They went and Uberfied fast food pic.twitter.com/L0x0RhlCo5

— Morning Brew ☕️ (@MorningBrew) February 26, 2024

“I don’t think Wendy’s understands why surge pricing works and in this case WON’T work,” said another. “The consumer will go to another restaurant if they even suspect surge pricing will be in effect. With Uber or Lyft, the alternative to avoiding surge is a far different alternative than going next door to McDonald’s.”

Others just felt the idea of having a surge for food was just wrong to begin with.

“Is this some kind of a sick joke?” one rhetorically asked.

“They really want to destroy their business that much, huh?” another chimed in.

These customers aren’t the only ones who feel this way. According to The Daily Mail, more than half of 900 consumers surveyed said they found dynamic pricing to be price gouging.

Despite the widespread backlash, there are some who support the idea but oppose the current strategy.

“They should simply bill it as a discount for eating during off-peak hours,” someone suggested. “You don’t want to go to a restaurant and have to pay 40% more for your burger, you can’t plan around it.”

Wendy’s is planning to launch dynamic pricing. It is a good idea but the current plan is dumb.

They should simply bill it as a discount for eating during off-peak hours

You don’t want to go to a restaurant and have to pay 40% more for your burger, you can’t plan around it. pic.twitter.com/1WLmhyYjxz

— Sheel Mohnot (@pitdesi) February 26, 2024

We’ll have to wait and see how Wendy’s implements this plan or the company backtracks before the test begins next year.