More eateries are adopting dynamic pricing, raising and lowering menu prices based on demand. This trend, already seen in ride sharing, airlines, and hotels, is now starting to pervade restaurants, causing concerns among some consumers.
Your burger and fries could soon cost $12 in the morning and $20 just a few hours later — at the same restaurant. That's because more eateries are experimenting with so-called dynamic pricing by lowering and raising menu prices based on demand. People who use ride sharing services like Uber or Lyft are accustomed to the companies boosting prices when roads are congested or demand is high.
On the flip side, ride share prices can drop during quieter periods to convince customers to book rides, helping keep drivers busy. The same goes for airlines and hotels. Booking flights or accommodations around the holidays costs a lot more than afterwards, when demand tapers off. Now, with the rise of online ordering and digitization of menus, dynamic pricing is starting to pervade restaurants, and it may irk some consumers. Businesses, on the other hand, say it helps them balance supply and demand while giving customers the opportunity to take advantage of bargains at off-peak dining times. Wendy's made headlines — and faced a backlash — when the fast food chain announced it would experiment with dynamic pricing in its restaurants starting in 2025 using digital menu boards. Customers took the announcement to mean they'd be charged more at peak times. Wendy's, on the other hand, insisted the move was intended to allow it to more easily change menus and offer customers discounts during slow period
Dynamic Pricing Restaurants Menu Prices Demand Supply Bargains Off-Peak Dining Online Ordering Digitization Wendy's
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