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Wendy's plans to introduce surge pricing, where burger prices will vary based on the time of day, starting next year.
The company will invest $20 million in digital menu boards to implement real-time price changes during peak hours.
This move aims to increase profits during busy times and incentivize customers to visit during off-peak hours.
While some consumers are skeptical about surge pricing, Wendy's sees it as a way to stay competitive and offer value to customers.
LISTEN TO THE MORNING BREEZE ON DEMAND HERE: