Don’t go stocking the freezer with Frostys just yet. Fast-food burger-maker Wendy’s has quickly flipped its position on its “dynamic pricing” plan, claiming its intentions were misconstrued by the media. Reuters reported that earlier this month, Wendy’s CEO Kirk Tanner told investors that starting possibly next year, the food chain would begin testing features including “dynamic pricing and daypart offerings” thanks to new digital menu displays. That was interpreted to mean they would charge higher prices for various items during the more popular parts of the day. The backlash was fierce, with WRCR market analyst Ken Mahoney of Mahoney Asset Management in Chestnut Ridge suggesting that kind of pricing might work for other industries like airlines or Broadway, but not fast food…
After the backlash intensified, Wendy’s said it had no plans to begin raising prices during peak periods, but instead the goal is to use digital menus to offer discounts to customers more easily during slower times of day or simply change photos of items being featured.