A fluctuating Frosty? Wendy's will test surge pricing at some U.S. locations in 2025

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WNews 1 Min Read

Craving a Frosty? Better get it on a slow day if you’re going to a Wendy’s that’ll be testing surge pricing in the U.S. The company recently announced the move for some locations as part of its new digital menus to be launched next year.

Known as “dynamic pricing,” the cost of menu items — like the fast-food giant’s signature frozen dessert — will fluctuate throughout the day, costing more when demand is high.

Most consumers will already be familiar with surge pricing, thanks to rideshare services like Uber and Lyft, event-ticket companies like Ticketmaster, and the gas station, of course. But “the opportunity is huge in the restaurant industry,”

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