Wendys Dynamic Pricing
Posted: February 24th, 2024, 11:38 am
https://www.nrn.com/news/trending-week- ... ffers-2025
https://www.the-sun.com/money/10469739/ ... c-pricing/
Okay, some chains already do this sort of thing with "Happy Hour" offers like Sonic 50% off drink, Steak N Shake 50% off shake/drink, Arbys "happy hour" various items... but those are discounts with clearly posted prices and time windows and it is very transparent to the customer what they need to do and when they need to show up to get the price deal. You show up at 4:58 PM that drink is $1.29 but if you show up at 5:02 PM that drink is $2.59 again.
But as a customer to not know if a Single will cost 6.19 or some other random amount when I go in and eat, I think this is a bad idea.
If I am an infrequent customer and just so happen to order at the "top price" time window, how am I to know it may be cheaper at a different time? I may assume it is always that "top price" and never go there again assuming the place is overpriced.
BAD idea. If I were a franchisee I would opt out of this type of pricing model. But the problem is if surrounding locations opt in it would cause damage to the customer perception of the brand and still impact units who are trying to run with straightforward transparent consistent pricing.
And that is another issue: this causes another big inconsistency to the customer...
https://www.the-sun.com/money/10469739/ ... c-pricing/
Okay, some chains already do this sort of thing with "Happy Hour" offers like Sonic 50% off drink, Steak N Shake 50% off shake/drink, Arbys "happy hour" various items... but those are discounts with clearly posted prices and time windows and it is very transparent to the customer what they need to do and when they need to show up to get the price deal. You show up at 4:58 PM that drink is $1.29 but if you show up at 5:02 PM that drink is $2.59 again.
But as a customer to not know if a Single will cost 6.19 or some other random amount when I go in and eat, I think this is a bad idea.
If I am an infrequent customer and just so happen to order at the "top price" time window, how am I to know it may be cheaper at a different time? I may assume it is always that "top price" and never go there again assuming the place is overpriced.
BAD idea. If I were a franchisee I would opt out of this type of pricing model. But the problem is if surrounding locations opt in it would cause damage to the customer perception of the brand and still impact units who are trying to run with straightforward transparent consistent pricing.
And that is another issue: this causes another big inconsistency to the customer...