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NY Assemblyman takes aim at Wendy’s proposed ‘surge’ pricing; company since backtracks

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  • Staff Report 

New York Assemblymember Kenny Burgos has announced plans to draft a bill opposing a rumored pricing model by Wendy’s, which social media users have interpreted as “surge pricing.” The move comes after Wendy’s CEO, Kirk Tanner, mentioned the company’s intention to adopt a dynamic pricing model through digital menu boards, leading to public backlash and misunderstanding regarding potential price hikes during peak demand periods.

Finger Lakes Partners (Billboard)

The proposal by Wendy’s to implement dynamic pricing has stirred controversy among consumers and politicians alike, with Burgos expressing his opposition on social media, labeling the strategy as “dystopian.” The company, however, clarifies that the intent behind digital menuboards is not to increase prices during high demand but to enhance flexibility in displaying menu items and offering discounts.

The situation highlights the sensitivity around pricing strategies in the fast-food industry and the importance of clear communication from corporations to their customers. Wendy’s insists that the new digital menuboards aim to benefit patrons by facilitating easier access to discounts and special offers, countering claims of surge pricing practices.



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