It was a whirlwind 24 hours for fast food giant Wendy's. On Tuesday, stories began circulating the web that Wendy's was looking to implement "Surge pricing" in select test markets. Users of ride share services like Uber and Lyft may already be familiar with the term, but essentially, it means prices will fluctuate based on time of day and demand.
The backlash was immediate, overwhelming, and negative. People across the web began Wendy's boycott pages and petitions. Burger King even meme'd on their competitors by offering a free Whopper campaign. The message was loud and clear. People do not want "surge pricing" on their fast food--where if you are on your lunch hour for example, your burger could cost a few dollars more.
Wendy's quickly pivoted and were quick to point out that reports had been misinterpreted. "To clarify, Wendy's will not implement surge pricing...We didn't use that phrase, nor do we plan to implement that practice" spokesperson Heide Schauer said in a statement to the New York Post. The confusion seems to have stemmed from discussions about restaurant franchise owners requesting digital sign boards that would offer "dynamic pricing"...in other words, the ability to change prices on the board at will. The damage to the brand, however, may have been done already.
What could Wendy's do to regain goodwill in your eyes? Personally, I'd be happy with the return of the 4 for $4 at least to start.