In 2024, Wendy's publicly floated a plan to change its pricing structure. Whether it was a publicity stunt purposely staged to get people talking online about the fast food brand, or if that virality was some negative unwanted attention over a very real business plan, the whole episode is indicative of a company that might be flailing. Wendy's unveiled its worst idea ever, theoretically, in early 2024: dynamic, or surge pricing. Similar to what ride-share services like Uber do, Wendy's flirted with charging customers more during its most consistently busiest hours. "Beginning as early as 2025, we will begin testing more enhanced features like dynamic pricing," Wendy's CEO Kirk Tanner said in a February 2024 earnings call (via NPR ). Tanner was speaking mainly about the chain's rollout of digital menus, which can be altered at any time — Wendy's can even change the prices of its fare.