A popular international fast-food chain is planning to experiment with a new pricing model where the cost of menu items will vary depending on the level of demand, similar to the one used by the ride-hailing service Uber. The anticipated test is now causing concern over fluctuating fares amongst consumers and industry experts alike.
Wendy’s “Uber-style” surge-pricing model, where the cost of menu items will fluctuate throughout the day based on requests, suggests that, for instance, a Dave’s burger, the eatery’s signature burger, will cost more during lunchtime or dinner rush.
The restaurant’s intention to implement the fluctuating pricing strategy has been described as “high-stakes,” as it’s scheduled to undergo a significant and potentially risky implementation process in the upcoming year.
