Wendy's wants to test higher prices during periods of high demand. Dynamic pricing is already applied in many areas, but is more dangerous in catering.
Wendy's "is going to take a risk by counting on the reward," says one expert. The best option would instead be to encourage customers to come during quieter periods by offering them discounts, says another expert. If Wendy's experiment is a success, dynamic pricing will be adopted by other brands, says Purvi Shah, a senior lecturer at the Worcester Polytechnic Institute.