Wendy’s Will NOT Be Implementing Surge Pricing for 2025 (& May Even Offer Discounts Instead)

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Wendy's Breakfast Menu

Previously, Nation’s Restaurant News had reported that Wendy’s may test dynamic pricing in 2025, which sounded very similar to Uber’s surge pricing, where getting a ride can be more expensive at busy times of the day.

Wendy’s had revealed in an earnings call that it’s investing $20 million in new digital menu boards that will allow them to change prices easily in response to fluctuating demand.

However, Wendy’s has now offered a “clarification” that when they said dynamic pricing, they did not mean that prices would go up during peak times. The Wendy’s spokesperson added that any “features we may test in the future would be designed to benefit our customers and restaurant crew members” and they may actually use the new digital menu boards to offer discounts “particularly in the slower times of day.”

wendys chicken nuggets, fries, frosty and drink on table

How this all will play out will remain to be seen when the proposed updates take place in 2025. It would be great to see specials and discounts offered during slower times, if that’s truly what Wendy’s has in mind! 🤞

Let us know your thoughts in the comments below! ⬇

Check out Wendy’s new menu item – Cinnabon Pull-Aparts, available now!

About the writer:

Jenna has a Bachelor's Degree from Lycoming College and her Master's from Penn State, holding 4 years of writing experience between a variety of publications and Hip2Save.

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Comments 30

  1. Yikes

    I think even announcing that they’re considering this is going to backfire terribly for them. I love Wendy’s but this is ridiculous and I’ll stop eating there until they explicitly state this is not a thing.

    • Pat Goff

      I agree i wouldn’t pay extra for anything. I won’t even pay for food delivery. Not worth it to me. I will just stop and pick it up on my way home.

  2. Shauna

    NO! Nobody pays me more when I am busy at work

    • Heather C

      That’s exactly what I was thinking. I bet the employees don’t get paid more to bust their butts making food at peak times 🤷🏼‍♀️

  3. John

    HAHAHAHA Good luck with that! This will only serve to drive business away.

  4. Melissa

    I’m not a fan of this idea at all. It would discourage me from going there

  5. hip2trade@gmail.com

    I’m sure Wendy’s thinks it’s a good idea. Consumers not so much!

  6. Jennifer

    My Wendy’s is constantly backed up…will they have higher prices 90% of the day then? I just will stop eating there if this is a new policy. It’s absolutely ridiculous!

  7. Ashley

    Pay more for poorly prepared food when they’re rushing because they’re busy? No thanks.

  8. Dave. G.

    I’ll go a competitor where I can get a meal for less if they want to charge me more.

  9. Donna

    I think a better way to achieve the same thing is to only offer discounts during certain times of the day. Arby’s brought back it’s happy hour menu from 2 – 5 each day. Sonic has a happy hour 1/2 price drinks around the same time and 1/2 price milkshakes after 8 pm in the summer. Drive traffic when you are not busy, no overcharge when you are.

    • Cristine


    • Jennifer

      Exactly, Donna!! That would give them good publicity too instead of the terrible publicity this surge pricing idea is generating.

  10. Sara

    People need to stope eating chemical-laden crap. Not only is it overpriced, but you will PAY more in healthcare costs later on.

    • Lora

      You’re right, but a lot of people don’t know how to cook, or they don’t have the time or inclination to do it. My mom never taught me to cook because she worked second shift and always had to run around doing errands on weekends. I can cook some basics, but I’ve destroyed some recipes, too. 🤣

  11. Michelle Murphey

    Wait, so I have to wait longer for my cold food and pay more, Thats a hard NO for me! I’ll take my business elsewhere.

  12. Tleeg74

    This is a horrible decision and it is gonna backfire on them

  13. Alan

    Corporate greed is out of control.
    Besides, it’s a burger people and not even a good one. Lots of competition too.

  14. sd

    The news piece I heard on this tonight said they are investing $20 million in digital menu boards to accommodate the changing prices. So they are obviously hoping to make way more than that on their price increases.

  15. Stella

    I think surge pricing in any service industry is wrong and exploitative. People who have ample discretionary funds will benefit because cost is unimportant to them and corporate greed is the American way. However, for those of who work hard, for those on a fixed income, retired, or who live paycheck to paycheck still deserve to “treat” ourselves, families, friends, so why on earth would they pay higher prices? Surge pricing is inherently unfair and I hope businesses who opt to use it regret it and ultimately, lose patronage because of it.

  16. MCouzens

    This is crazy! Most jobs have peak hours. You use the slower hours to do the things you cannot do when everything is hoping. Even in management, I use the slower hours to do administrative tasks that I can’t do when focusing on time sensitive tasks.

  17. Tricia

    yeah no thanks. I stopped fast food all together last year. Too expensive for what you get.

  18. Hipgrandma

    Today may have been my last trip to Wendy’s. Used the offer for a $1 single. Fries were meh

  19. Marie

    Laughable. “Oh, I better eat a bunch of Wendy’s now, because dynamic prices will happen in 2025.” Nope. Not happening. Prices are already too high.

  20. Gub

    Dave is turning over in his grave, he would hate this idea!!

  21. chris

    nope we are already being stretched as far as we can if anything i would encourage the opposite

  22. Lisa

    Fast food is getting out of control. We still appreciate the prices at “ In and Out”. They don’t ask for a tip, either.
    It’s always a treat, though! My waistline and budget cannot live off fast food!

  23. Brenda

    Yeah, suuuuuure Wendy’s. I was born on a Tuesday but not last Tuesday!

  24. Ashley

    Sounds like back pedaling to me.

  25. Sylvia

    When I first heard it I thought the idiot that came up with that idea didn’t learn anything from the CEO of Penny’s who had the idea of making each day of the week a different sale day. All I remember was Friday was Men’s clothing and after a couple of weeks the local store looked like it was closed it was so empty. Now if they want to give me reduced prices for slow times I’ll take it. That’s kinda like places that give you reduced prices on weekdays because it’s slow but more personal. Plus the fun of finding what you want cheaper unexpectedly.

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