Wendy’s is poised to introduce a dynamic pricing strategy, where menu prices may vary based on factors like time, location, and demand. In a recent announcement, Kirk Tanner, Wendy’s new CEO and president, outlined plans to enhance company profitability. These plans include the implementation of digital menu boards that can seamlessly adjust prices, alongside experimentation with dynamic pricing and daypart offers, as reported by Nation’s Restaurant News.
Tanner disclosed that approximately $20 million will be allocated to deploy digital menu boards across all U.S. company-operated restaurants by the end of 2025. Additionally, around $10 million will be invested over the next two years to enhance digital menu board capabilities for the global system.
The introduction of digital boards aims to enhance order accuracy and drive sales by effectively promoting selected menu items.