Don't Waste Your Money | Surge pricing could come to food industry | Business

LOUISVILLE, Ky. (WDRB) -- The blowback has been strong since Wendy's announced last week it will soon start testing dynamic pricing.

Wendy's is looking to test having the prices of its menu items fluctuate throughout the day based on demand, implementing a strategy that has already taken hold with ride-sharing companies and ticket sellers. The fast-food burger chain is now backing down on the idea.

Right now, no matter when you pull up to a Wendy's restaurant, the price is the same. But during a conference call earlier this month, Wendy's CEO Kirk Tanner said that the Dublin, Ohio-based burger chain will start testing dynamic pricing, also known as surge pricing, as early as next year.

But Wendy's is clarifying, saying it only plans to offer discounts during off-peak hours and says it never planned to raise prices during peak times, like Uber does with surge pricing.

This could have something to do with negative feedback on social media, even from Burger King, which posted, "We don't believe in charging people more when they're hungry."

Customers weren't happy either.

Dynamic pricing could be inevitable for the food industry regardless of what Wendy's does.

The New York Post said more than 100 small restaurants around the country have already started surge pricing, using software that let's them raise prices during busy times on their digital menus.

If enough customers balk and go to McDonalds or Burger King, Wendy's might rethink the whole idea.

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