(Courtesy: Hope Dos Santos)
Wendy’s CEO is speaking out after receiving backlash from people online following an announcement about a digital menu plan and talks of Uber-like surge prices.
In-mid February, he fast food chain’s CEO Kirk Tanner announced in a call with investors that its company will invest $20 million on high-tech menu boards that will be able to update prices in real-time. That plan could be in effect by 2025 in restaurants across the U.S.
In an email statement, a Wendy’s spokesperson told The Post, “Dynamic pricing can allow Wendy’s to be competitive and flexible with pricing, motivate customers to visit and provide them with the food they love at a great value.”
However, people online didn’t react well to the news, pointing out dynamic pricing is also known as surge pricing.
People also compared the move to what the ride-share app Uber does because it uses surge prices during peak hours of the day when there’s high demand for rides.
The company has since posted an update on its website to clarify its digital menu boards’ announcement.
“This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants. We have no plans to do that and would not raise prices when our customers are visiting us most,” the company said.
It also said any new features that it tests in the future would benefit both customers and staff.
“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,” Wendy’s continued.
In addition, the company says it always provides great value and will continue to offer that to its customers.
