A Wendy's plan to test "dynamic pricing" using digital menus boards prompted controversy. 

During an earnings call, Wendy's CEO Kirk Tanner mentioned plans to test "dynamic pricing" and AI-enabled features - including a USD 20 million investment in digital menu boards for its US restaurants - in 2025.

Howver, the announcement was widely misinterpreted as Wendy's was planning to implement "surge pricing" during peak hours. This led to a public backlash and accusations of price gouging. US Senator Elizabeth Warren said the plans meant people "could pay more for your lunch, even if the cost to Wendy's stays exactly the same".

Wendy's issued a statement clarifying it had no plans to raise prices during busy periods, and that  the term "surge pricing" was never used and that their plans had been misconstrued.

Wendy's clarified that their digital menu boards would enable them to change featured items more easily, offer discounts during slower periods, and adjust menu offerings at different times of day.

The incident demonstrated the potential for public backlash against perceived unfair pricing practices in the fast-food industry and more broadly. 

It also highlighted the importance of clear communication when discussing pricing strategies, especially those involving AI or dynamic elements.