Burger King Comes for Wendy’s ‘Dynamic Pricing’ With Serious Deals
Burger King and Wendy’s
Burger King is taking a shot at Wendy’s following reports that its fast food competitor will soon begin testing a new pricing strategy.
The reported shift toward surge pricing or dynamic pricing means that the cost of menu items would fluctuate depending on how customer demand shifts at certain times of day. Wendy’s CEO Kirk Tanner announced the company’s plans to test out dynamic pricing during an earnings call earlier this week, according to The Associated Press. The new pricing strategy isn’t expected to begin this year but could start in 2025.
Wendy’s has since clarified that it doesn’t plan to use surge pricing specifically, which implies that prices would go up as customer demand increases. Instead, the company’s plans for a new pricing strategy “would be designed to benefit our customers and restaurant crew members,” Wendy’s said in a statement to the AP.
Related: Wendy's to Debut Brand New Frosty Flavor Just In Time for Spring
The new pricing plans appear to be linked to the company’s intention to roll out digitized menu boards that would incorporate discounts for customers and different menu offerings depending on the time of day.
However, the clarification hasn’t stopped some of the fast food chain’s competitors from using the initial surge pricing reports to attract Wendy’s customers—including Burger King.
In a Feb. 28 post on X, Burger King said, “we don't believe in charging people more when they're hungry.” The fast food chain then announced that customers can get a free Whopper or Impossible Whopper between Feb. 28 and March 1 at participating Burger King locations if they make a purchase of $3 or more online or through the company’s app.
the only thing surging at BK is the 🔥. we don't believe in charging people more when they're hungry.
FREE Whopper or Impossible Whopper with $3+ purchase in the BK App through Friday at part U.S. rest. terms apply: https://t.co/HblzQ1uRIq— Burger King (@BurgerKing) February 28, 2024
Burger King fans were quick to celebrate the announcement on X. One X user tagged Wendy’s in a post that read, “Shots fired.” Another shared a video that appeared to feature them eating at a Burger King location as they noted there is “no surge pricing” at Burger King.
“Thank you,” another fan tweeted. “I heard the other chain's plan and think it's absolutely ridiculous!”
