Wendy’s says it won’t use surge pricing for burgers after announcing ‘dynamic pricing.’ What’s the difference between the 2? [Video]

Wendy’s is responding to intense backlash this week after announcing plans to test dynamic pricing — which uses AI to change prices on its new digital menus — in an effort to improve sales growth.

Here’s why Wendy’s is saying the news you may have heard is no biggie.

Wendy’s CEO Kirk Tanner announced in an earnings call on Feb. 15 that it was investing $20 million into its digital business to increase sales and improve accuracy. One new feature at restaurants would be digital menu boards, which would give the restaurant flexibility to change what was displayed on the menus in real time.

“Beginning as early as 2025, we will begin testing more enhanced features like dynamic pricing and daypart offerings along with AI-enabled menu changes and suggestive selling,” Tanner said.

Tanner presented his expectations for the menu boards to “drive immediate benefits to order accuracy, improve crew experience and sales growth from upselling and consistent merchandising execution.”

In …