Wendy’s Won’t Be Making This Big Change in Montana

Wendy's Won't Be Making This Big Change in Montana

As consumers become pickier about how their money is spent each day of the year, retailers are grasping at straws to figure out how to make you want their products.  Pricing is generally the best way, at least for me.  Cheaper is always better on my pocketbook.

Recently a major restaurant chain floated the idea of dynamic pricing, or often described as surge pricing.  Charging more for an item at the peak time it is wanted.  I am not sure we are ready for such a thing.

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Have You Experienced Surge Pricing in the State of Montana?

Depending on how you make your way across the city or state, you may have had a run in with surge pricing.  Introduced with the driving app Uber, it requires you to pay more during the peak times a car is wanted.  Pricing goes down during the off times.

The Wendy's franchise announced earlier this month it was a business model that they would be looking to in the future.  Charging more for your meal during the peak times they are busy.  Your burger would cost more during the lunch or noon hour versus an off time in the morning, afternoon or evening.

Whoops!  Backtrack Time!  Not Only Montana, But Everywhere

After those statements, now Wendy's is deciding that walking back some of those ideas may be the best idea of all.  According to Reuters, the backlash was swift from consumers, and even industry experts.  Wendy's quickly responded, saying:

We said these menu boards would give us more flexibility to change the display of featured items. This was misconstrued in some media reports as an intent to raise prices when demand is highest ... We have no plans to do that.

Phew!  Thankfully!  But what if they did?  Would it change when or where you eat for takeout or drive thru?