This is the absolute worst idea I’ve ever heard and now I guess I’m going to skip Wendy’s moving forward.

Wendy’s will start experimenting with surge pricing, much like Uber and Lyft, as the company rolls out digital menus to all its United States restaurants by 2025, according to the company’s February earnings call. Under the test, burgers, Frosties, and other menu items will have “dynamic prices,” costing more during times of increased demand.

“Beginning as early as 2025, we will begin testing more enhanced features like dynamic pricing,” said Wendy’s CEO Kirk Tanner on Feb. 15’s earnings call. “We are planning to invest approximately $20 million to roll out digital menu boards to all US company-operated restaurants by the end of 2025.”

Source: Gizmodo

Not that we eat at Wendy’s or fast foods much (mainly on roadtrips) but I will boycott any business that moves to this model.