Wendy's says that it has no plans to increase prices during the busiest times at its restaurants.
The burger chain clarified its stance on how it will approach pricing after various media reports said that the company was looking to test having the prices of its menu items fluctuate throughout the day based on demand.
“Wendy’s will not implement surge pricing, which is the practice of raising prices when demand is highest. We didn’t use that phrase, nor do we plan to implement that practice,” the company said late Tuesday in a prepared statement.
Wendy’s Co. plans to invest about $20 million to launch digital menu boards at all of its U.S. company-run restaurants by the end of 2025. It also plans to invest approximately $10 million over the next two years to support digital menu enhancements globally.
Wendy's said that its digital menu boards “could allow us to change the menu offerings at different times of day and offer discounts and value offers to our customers more easily, particularly in the slower times of day.”