Wendy’s clarifies dynamic pricing system after online backlash

Wendy’s will not raise prices at peak times, according to the company. The announcement comes after the chain said CEO Kirk Tanner’s comments were “misconstrued” during the week of Feb. 25 by several “media reports,” according to Reuters.

Wendy’s said the dynamic pricing system will still be implemented but only to provide discounts to customers during slower parts of the day.

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The fast-food chain responded to reports that it would hike prices during busy times.

“We have no plans to do that,” Wendy’s said in a statement to Reuters, adding that it “would not raise prices when our customers are visiting us most.”

The company said the move to add digital menu boards to certain stores would allow it to offer discounts more easily. Wendy’s claims Tanner’s comments were “misconstrued” in media reports, “as an intent to raise prices when demand is the highest.”

The initial information on Wendy’s dynamic pricing structure never mentioned only lowering prices, and enhanced media coverage caused online backlash.

Reuters reported that Wendy’s is currently concerned about weaker demand hurting sales. According to Placer.ai data, visits to stores have declined over the past three months.