Wendy’s denies it planned to increase prices during busy periods

US burger chain Wendy’s has denied it is considering plans to introduce dynamic pricing which could have seen menu items become more expensive during busier periods.

 

The company said comments made by its chief executive Kirk Tanner had been "misconstrued".

 

During a call with investors earlier this month, Tanner said the business was making a $30m (£23.7m) investment in digital menu boards.

 

Outlining the benefits of the technology, he said that from 2025 enhanced features would be rolled out to allow “dynamic pricing” and “daypart offerings”.

 

The comments prompted an online backlash, including from US senator Elizabeth Warren.

 

Wendy’s has since issued a statement which said the digital boards would provide restaurants with the flexibility to offer discounts during quieter periods and “change the display of featured items”.

 

It strongly countered suggestions that prices could be increased during busier periods, adding: "This [comment] was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants. We have no plans to do that and would not raise prices when our customers are visiting us most.”

 

Wendy’s digital boards, which the company said would help drive sales, are expected to roll out into all its US sites by the end of 2025.

 

The Ohio-headquarterd chain returned to the UK in 2021 after a 20-year break and has since opened 22 restaurants, which are a mix of company-run and franchised sites.

 

Tanner’s comments were made during a call with investors in which the company reported its 2023 full year results, which had seen total revenue increase to $2.2b (£1.7b) from $2.1b (£1.66) in 2022.

 

Wendy’s was founded in 1969 in Ohio by Dave Thomas and is best known for its made-to-order square hamburgers.

 

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