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Wendy’s Vows No Burger ‘Surge Pricing’ After Online Fury
(www.thedailybeast.com)
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this post was submitted on 28 Feb 2024
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I think this was a publicity stunt. We'd all just about completely forgot Wendy's exists... So they come out with this wild idea, let it float for a couple of days and then cancel it. Smooth PR move.
Bad pr is better than no pr?
Totally agree. In what world would even the most out-of-touch executive think customers would be happy about this? Not to mention the logistical nightmare it would cause when the guy in front of you in line is paying a higher/lower price or the price changes halfway through waiting in line, or the price changes in the middle of your order.
It was a really dumb idea that couldn't have gone anywhere, but was useful to drum up a little controversy and publicity.
Yeah, surge pricing is meant to discourage usage as there is too much demand. Most restaurants will never have this problem. One exception I found was the unveiling of the new popular restaurant here in my area that had 24 hour service times. They eventually had to change it to close a few hours at night for staff to clean and restock. The change was 3 days after grand opening. Drive thru was so full it reached the big streets and the highways off ramp. It was dumb af. I liked the closing idea more than surge pricing.
In fact they could do a happy hour specials that mimic this surge pricing but the advertising will be to highlight lower price times. which theoretically should act the same as surge pricing by making times of high demand "normal"/higher prices.
That was my first thought after the reversal (probably slower than many, it seems like such a stupid idea) yup cheap publicity. Mean who would risk going to Wendys if the price could go up while in line?
In the end there'd probably be little surge pricing because people would avoid any hours it might hit. If I am hitting up Wendys I am not keen on paying more, especially since Taco Time is in the same parking lot, McDonald's across the street and a KFC within a block. To be fair I can't remember the last time I wanted to hit up a Wendys anyways, Taco Time is way better for the same trip.
Though I've thought about Wendys more, with these two articles and wrote a reply, than in years....so I guess marketing works.
I'm so jealous you have Taco Time... crispy burritos, stuffed mexi fries, surprise flavor empanadas... sigh. The closest one is eight and a half hours from me. 😩 I'd pay surge prices for Taco Time.