Wendy’s Dynamic Menu Is About Personalized Experiences and Offers—Not Surge Pricing

Selling frugal fast-food buyers on dynamic pricing and digital menus gets more difficult once it’s framed as surge pricing and Uber multipliers. But consumers have already, unwittingly, bought into Wendy’s new system. On its February earnings call, Wendy’s CEO Kirk Tanner announced that the fast-food chain would be spending roughly $ 20 million on digital menu…
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