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When you think of surge pricing, you probably think of companies like Uber or Lyft, but soon surge pricing, also known as "dynamic pricing" will be part of the menu.

Beginning as early as 2025, Wendy's locations across Texas and the United States will roll out digital menu boards at its drive throughs and along with those digital menus will be surge pricing. In other words, Wendy's will be adjusting pricing depending on how busy they are and to promote certain items.

Siyuan Lin,
Siyuan Lin,

According to the Dallas Morning News, surge pricing is gaining some momentum among restaurant operators.

Surge pricing, while common with ride-sharing services and hotels, has yet to become a widespread practice in the restaurant industry, but the concept is gaining interest among restaurant operators.

Britain’s largest pub company, Stonegate Group, implemented surge pricing last year, according to The New York Times. At 800 of the company’s 4,000 pubs, a pint of beer could now cost about 20 pence (25 cents) more on weekends and evenings to help offset increased costs during peak hours.

The Dallas Morning News also reported that the CEO of Lyft has said that customers aren't fans of surge pricing and it's something their company is looking to get rid of.

Meanwhile, Wendy's believes that surge pricing will be welcomed by their customers and that such pricing will be more competitive in the market with surge pricing.

If Wendy's is successful with surge pricing, don't be surprised if other fast food companies turn to the model as a way to stay competitive and make more during the busy hours.

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