Wendy’s planning to test ‘dynamic pricing’ for menu items [Video]

Wendy’s, the fast food chain known for pioneering the drive-thru and other marketing strategies, is planning to spend millions over the next few years to implement technology that will allow them to test something like the surge pricing that Uber or Lyft implements when demand gets high.During a recent earnings call, Wendy’s CEO Kirk Tanner said the company plans to invest approximately $20 million to roll out new digital menu boards across the country and $10 million more on “digital menu board enhancements.”Adjustable pricing and menu offerings are also part of the company’s roadmap, he said. “As early as 2025, we will begin testing more enhanced features like dynamic pricing and daypart offerings along with AI-enabled menu changes and suggestive selling,” Tanner said during the Feb. 15 call. The AI tool he referenced was described in December and is being tested near the company’s headquarters in Columbus, Ohio. Tanner said …