​Wendy's Clarifies Pricing Strategy Amid Dynamic Pricing Speculation

Wendy's recently addressed rumours about altering its pricing model to charge more during peak hours. The speculation was sparked by comments from Wendy's CEO, Kirk Tanner, which were widely misinterpreted. Tanner's remarks, made during an investor call this month, highlighted a $30 million investment in digital menu boards aimed at enhancing customer experience from 2025 with "dynamic pricing" and "daypart offerings."

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However, this statement led to significant online criticism from US Senator Elizabeth Warren, prompting Wendy's to clarify its stance. The company explained that the new digital boards are designed to enhance flexibility, enabling promotions during slower periods and adjustments in displayed featured items, not to increase prices during high-demand times. "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 visit us most," Wendy's affirmed.

These digital boards are part of Wendy's strategy to boost sales and will be installed across all US locations by the end of 2025. The move is part of Wendy's growth plan, following its return to the UK market in 2021 after a two-decade hiatus, where it has opened 22 restaurants.

During the investor call where Tanner spoke, Wendy's announced its annual results for 2023, reporting a revenue increase to $2.2 billion from $2.1 billion the previous year. Founded in 1969 in Ohio by Dave Thomas, Wendy's is celebrated for its distinctive square hamburgers, made to order.

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