Wendy’s Will NOT Be Implementing Surge Pricing for 2025 (& May Even Offer Discounts Instead)

By Jenna | Staff Writer

Feb 28, 2024 @ 10:50 AM MST

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Previously, Nation’s Restaurant News had reported that Wendy’s may test dynamic pricing in 2025, which sounded very similar to Uber’s surge pricing, where getting a ride can be more expensive at busy times of the day.

Wendy’s had revealed in an earnings call that it’s investing $20 million in new digital menu boards that will allow them to change prices easily in response to fluctuating demand.

However, Wendy’s has now offered a “clarification” that when they said dynamic pricing, they did not mean that prices would go up during peak times. The Wendy’s spokesperson added that any “features we may test in the future would be designed to benefit our customers and restaurant crew members” and they may actually use the new digital menu boards to offer discounts “particularly in the slower times of day.”

wendys chicken nuggets, fries, frosty and drink on table

How this all will play out will remain to be seen when the proposed updates take place in 2025. It would be great to see specials and discounts offered during slower times, if that’s truly what Wendy’s has in mind! 🤞

Let us know your thoughts in the onlinements below! ⬇

Check out Wendy’s new menu item – Cinnabon Pull-Aparts, available now!

About the writer:

Jenna has a Bachelor's Degree from Lyonlineing College and her Master's from Penn State, holding 4 years of writing experience between a variety of publications and Hip2Save.

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onlinements 30

Yikes February 27, 2024 at 11:39 am MST

I think even announcing that they’re considering this is going to backfire terribly for them. I love Wendy’s but this is ridiculous and I’ll stop eating there until they explicitly state this is not a thing.

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Pat Goff February 27, 2024 at 1:30 pm MST

I agree i wouldn’t pay extra for anything. I won’t even pay for food delivery. Not worth it to me. I will just stop and pick it up on my way home.

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Shauna February 27, 2024 at 11:46 am MST

NO! Nobody pays me more when I am busy at work

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Heather C February 27, 2024 at 11:58 am MST

That’s exactly what I was thinking. I bet the employees don’t get paid more to bust their butts making food at peak times 🤷🏼‍♀️

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John February 27, 2024 at 11:50 am MST

HAHAHAHA Good luck with that! This will only serve to drive business away.

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Melissa February 27, 2024 at 12:05 pm MST

I’m not a fan of this idea at all. It would discourage me from going there

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[email protected] February 27, 2024 at 12:06 pm MST

I’m sure Wendy’s thinks it’s a good idea. Consumers not so much!

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Jennifer February 27, 2024 at 12:29 pm MST

My Wendy’s is constantly backed up…will they have higher prices 90% of the day then? I just will stop eating there if this is a new policy. It’s absolutely ridiculous!

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Ashley February 27, 2024 at 1:01 pm MST

Pay more for poorly prepared food when they’re rushing because they’re busy? No thanks.

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Dave. G. February 27, 2024 at 1:10 pm MST

I’ll go a onlinepetitor where I can get a meal for less if they want to charge me more.

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Donna February 27, 2024 at 1:11 pm MST

I think a better way to achieve the same thing is to only offer discounts during certain times of the day. Arby’s brought back it’s happy hour menu from 2 – 5 each day. Sonic has a happy hour 1/2 price drinks around the same time and 1/2 price milkshakes after 8 pm in the summer. Drive traffic when you are not busy, no overcharge when you are.

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Cristine February 27, 2024 at 3:23 pm MST

Yes🙌

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Jennifer February 27, 2024 at 5:03 pm MST

Exactly, Donna!! That would give them good publicity too instead of the terrible publicity this surge pricing idea is generating.

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Sara February 27, 2024 at 2:12 pm MST

People need to stope eating chemical-laden crap. Not only is it overpriced, but you will PAY more in healthcare costs later on.

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Lora February 28, 2024 at 1:30 pm MST

You’re right, but a lot of people don’t know how to cook, or they don’t have the time or inclination to do it. My mom never taught me to cook because she worked second shift and always had to run around doing errands on weekends. I can cook some basics, but I’ve destroyed some recipes, too. 🤣

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Michelle Murphey February 27, 2024 at 2:26 pm MST

Wait, so I have to wait longer for my cold food and pay more, Thats a hard NO for me! I’ll take my business elsewhere.

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Tleeg74 February 27, 2024 at 2:38 pm MST

This is a horrible decision and it is gonna backfire on them

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Alan February 27, 2024 at 2:41 pm MST

Corporate greed is out of control.
Besides, it’s a burger people and not even a good one. Lots of onlinepetition too.

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sd February 27, 2024 at 3:53 pm MST

The news piece I heard on this tonight said they are investing $20 million in digital menu boards to aconlinemodate the changing prices. So they are obviously hoping to make way more than that on their price increases.

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Stella February 27, 2024 at 4:12 pm MST

I think surge pricing in any service industry is wrong and exploitative. People who have ample discretionary funds will benefit because cost is unimportant to them and corporate greed is the American way. However, for those of who work hard, for those on a fixed inonlinee, retired, or who live paycheck to paycheck still deserve to “treat” ourselves, families, friends, so why on earth would they pay higher prices? Surge pricing is inherently unfair and I hope businesses who opt to use it regret it and ultimately, lose patronage because of it.

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MCouzens February 27, 2024 at 4:51 pm MST

This is crazy! Most jobs have peak hours. You use the slower hours to do the things you cannot do when everything is hoping. Even in management, I use the slower hours to do administrative tasks that I can’t do when focusing on time sensitive tasks.

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Tricia February 27, 2024 at 5:27 pm MST

yeah no thanks. I stopped fast food all together last year. Too expensive for what you get.

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Hipgrandma February 27, 2024 at 6:13 pm MST

Today may have been my last trip to Wendy’s. Used the offer for a $1 single. Fries were meh

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Marie February 27, 2024 at 7:54 pm MST

Laughable. “Oh, I better eat a bunch of Wendy’s now, because dynamic prices will happen in 2025.” Nope. Not happening. Prices are already too high.

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Gub February 27, 2024 at 11:10 pm MST

Dave is turning over in his grave, he would hate this idea!!

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chris February 28, 2024 at 8:00 am MST

nope we are already being stretched as far as we can if anything i would encourage the opposite

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Lisa February 28, 2024 at 10:57 am MST

Fast food is getting out of control. We still appreciate the prices at “ In and Out”. They don’t ask for a tip, either.
It’s always a treat, though! My waistline and budget cannot live off fast food!

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Brenda February 28, 2024 at 11:41 am MST

Yeah, suuuuuure Wendy’s. I was born on a Tuesday but not last Tuesday!

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Ashley February 28, 2024 at 4:19 pm MST

Sounds like back pedaling to me.

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Sylvia March 1, 2024 at 4:27 am MST

When I first heard it I thought the idiot that came up with that idea didn’t learn anything from the CEO of Penny’s who had the idea of making each day of the week a different sale day. All I remember was Friday was Men’s clothing and after a couple of weeks the local store looked like it was closed it was so empty. Now if they want to give me reduced prices for slow times I’ll take it. That’s kinda like places that give you reduced prices on weekdays because it’s slow but more personal. Plus the fun of finding what you want cheaper unexpectedly.

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