How would you feel about paying more for a Wendy’s single at lunchtime than you would if you bought it mid-afternoon? Wendy’s is planning to charge different prices for their food, depending on when customers order it. So-called “dynamic pricing” would boost traffic when restaurants are quiet and cool demand when they’re busy. Such a system might mean that at busy times like breakfast, lunch and dinner, prices it advertises on a digital menu will be higher and at quieter times they will fall. For example, a Wendy’s single quarter pounder currently costs around $6. Under the new system that could increase to $7 at lunchtime or drop to $5 during the post-lunch lull. Wendy’s plans on launching the new pricing system in 2025.
