In 2024, the internet exploded with outrage when Wendy’s announced plans to test “dynamic pricing.” While the company quickly clarified it wouldn’t use “surge pricing” to raise rates, the rollout of digital menu boards across thousands of locations in 2025 and 2026 has created a more subtle version of this reality. Instead of explicitly raising the price of a burger at noon, these high-tech boards allow restaurants to change the “featured” items and discounts instantly based on traffic. The result is a “Price Trap” where the deals vanish during the lunch rush, effectively forcing you to pay full price when demand is highest. It is a yield management strategy borrowed from airlines, now applied to your Frosty.
