Wendy's & Dynamic Pricing

Matt Williams explores the Wendy's dynamic pricing fiasco and what it meant for CEOs and when the pricing model makes sense.

Beer & Brands
Cold Take #16
May 21, 2024

Wendy's Tech PR Moment Turned Fiasco

Wendy's CEO, on an earnings call about a week ago, excitedly talked about some technological improvements that he and his team have put into restaurants with digital boards that will enable them to pursue dynamic pricing.

Wendy's technology update earnings call 2024
Wendy's Technology Update on Earnings Call 2024

From there, chaos ensued because the public assumed that what he was saying is that Wendy's is going to pursue the same kind of price strategy that companies like Uber pursue, which is surge pricing where when demand goes up, their prices go up.

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Brands with Dynamic Pricing


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About Beer & Brands
Hoppy Conversations at Richmond's Best Craft Breweries
Beer & Brands is Brand Federation's monthly podcast where marketing industry leaders, Kelly O'Keefe and Matt Williams, discuss brands, brand strategy, and tactics. Over beers.

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