Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How Wendy’s Tried Surge Pricing Then Backtracked
In early 2024, Wendy’s mentioned 'dynamic pricing' on an earnings call, and the internet lost it. Customers imagined paying more for a Frosty at lunch rush, and within days the company had to publicly promise it would never raise prices during busy times. But here’s the twist: Wendy’s was actually testing digital menu boards that could shift prices down, not up — a discount tool for slow hours. Lucas and Luna unpack what really happened, why the backlash was so fierce, and what the episode reveals about consumer psychology around pricing fairness. They draw lessons for any business…
The skinny
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