The Wendy’s Company: Fast Food and Dynamic Pricing

QSR franchisor Wendy’s has received pushback and strong negative comment from the press and the public over comments made by CEO, Kirk Tanner, about implementing dynamic pricing and digital menu boards in their restaurant locations. These comments, Tanner said, misconstrued dynamic pricing with surge pricing, outraging customers about the possibility of unannounced price increases for meals at peak dining times. Corporate Communication cooperation with Marketing and Investor Relations appears to be essential in this situation.