Wendy’s isn’t the first: Dynamic pricing is everywhere

The lesson from Wendy’s is that just because businesses can use dynamic pricing, it doesn’t mean customers will like it – especially if they’re more aware that it’s happening. — Designed by Freepik (www.Freepik.com)

When word got around that the burger chain Wendy’s would start surging prices in 2025 in the United States, the backlash was swift. What followed was a swarm of media coverage, outraged customers, late-night TV jokes and a bevy of spicy memes.

It seemed the fast food chain’s alleged dastardly plans were dead on arrival. That is, they might have been if surging prices for your Frosty and fries were what Wendy’s was really planning to do.