Huge fast-food chain considers pricing changes that could eventually impact Canadians


Published February 27, 2024 at 5:10 pm

Popular hamburger chain Wendy’s will test a new type of menu pricing at some of its U.S. locations and while there are no plans yet to do so in Canada, the move could signal a dramatic change in how people pay for fast food.

According to multiple sources, the long-standing fast-food chain, which was founded in Ohio in 1969, revealed it will be testing a surge pricing model as early as next year at specific locations in the U.S.

The news was reportedly revealed during a recent earnings call held on behalf of the company, one of the world’s largest fast-food chains.

Surge pricing, or dynamic pricing, is a practice that has been made popular by ride-sharing services and ticket purchase systems where the cost of certain goods or services may fluctuate throughout the day. 

Again according to multiple sources, the decision is coming from Wendy’s CEO Kirk Tanner in an effort to overhaul the company’s current standing in the modern fast-food landscape. 

Further information indicates that $20 million will be injected into the company to distribute digital menu boards to all U.S. locations by the end of 2025. An additional $10 million will reportedly be used to help the organization integrate more technology-focused solutions. 

On top of the new surge pricing initiative, Wendy’s also plans to implement AI-enabled menu changes.