Fast food chain The Wendy's Company (NASDAQ:WEN) is said to be in the process of introducing a new Uber-style model, whereby the prices of its menu items change in real-time based on demand.
Set to be rolled out as early as 2025, the surge-pricing system would be powered by artificial intelligence and feature on new digital menus, according to a spokesperson.
“We will begin testing a variety of enhanced features on these digital menu boards like dynamic pricing, different offerings in certain parts of the day, AI-enabled menu changes and suggestive selling based on factors such as weather,” they said.
This is set to be similar to the model operated by ride-hailing-come-food delivery firm Uber, which prices its services based on the likes of weather or traffic at the time of ordering.
The move would "allow Wendy's to be competitive and flexible with pricing, motivate customers to visit and provide them with the food they love at a great value,” the spokesperson added.
“We will test a number of features that we think will provide an enhanced customer and crew experience.”
Some US$20 million is reportedly set to be spent on the plan, which comes after fast food prices have skyrocketed in recent years on the wider backdrop of surging inflation.