Wendy’s CEO Plans to Enact Dynamic Pricing as Industry Struggles With Inflation

Published on February 27, 2024

Predictability and affordability are what many consumers come to expect from their fast food, but that may change at Wendy’s in 2025 with its CEO planning dynamic pricing facilitated by new AI technology. Kirk Tanner, the new CEO and president of The Wendy’s Co., told market analysts in February, according to Nation’s Restaurant News, when discussing future plans for the Dublin, Ohio-based burger company. Mr. Tanner said it’s investing $20 million in a digital menu board for all restaurants to have in operation by the end of 2025, with an additional $10 million to support enhancements. The digital menu board, he said, is designed to improve staff experience, increase sales, and help with order accuracy, in addition to utilizing dynamic pricing and daypart offerings, “Wendy’s Fresh AI”-enabled menu changes, and suggestive selling....

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