Here’s What to Know About Wendy’s Surge Pricing

The recent political climate and global crises in the world have plenty of consumers examining the brands toward which they put their money. Though it’s difficult to say that there’s any ethical consumption under capitalism as a whole, many have been taking extra steps to avoid supporting brand names and chains that have a direct impact on events like the ongoing Israeli-Palestinian conflict. To that end, even fast food restaurants have come under some scrutiny when it comes to what people want for lunch.

For a time, Wendy’s became one of the most prominent options for fast food in the last few months. Unfortunately, that may not last long. After all, just because their money doesn’t directly fund conflict in the Middle East doesn’t mean that a brand corporation is on anyone’s side when it comes to both consumers and employees.

In fact, Wendy’s is about to undergo some controversial surge pricing in the wake of some employee-unfriendly business practices. Here’s what you should know.

In an earnings call reported by outlets like CNN, representatives of Wendy’s confirmed that the fast food chain will undergo “dynamic pricing” in 2025. This process involves businesses enacting flexible prices for their products in response to current market demands and behavior. In essence, this would allow the chain to increase the prices of their food based on how they perform in the market.

Reportedly, their new surge pricing strategy is part of their $20 million investment into their new digital drive-thru menu/kiosks. These new AI-enhanced boards are completely automated and voice-activated, essentially letting customers order without speaking to a person. The boards will even suggest other menu items to go with your order, not unlike targeted ads in an app.