Wendy's to Test Surge Pricing

Do you want people to not go to Wendy's? That's how you get people to not go to Wendy's.

It won't happen immediately. People will already be there, at the drive-thru at the counter, and they'll tap or swipe their card, revenues will temporarily increase, and it will seem like the plan is working. But every single person will say "what the hell did I just pay for that meal" and then never, ever go to Wendy's again.

Surge pricing might work OK for a high-end restaurant where there is little to no nearby competition. Though I prefer the "reservations suggested" model where the customers' experiences and the restaurant's resources are more effectively managed.

As for fast food joints, where a competitor might literally be located one parking lot away, if I'm that competitor the first thing I will do is put up a banner on the brick-mortar site, and on the our website, that proudly states:

We NEVER do surge pricing!

Any bets on where (which driveway or website) the price conscious fast foodies turn to to place their orders?