In 2024, the web exploded with outrage when Wendy’s introduced plans to check “dynamic pricing.” Whereas the corporate shortly clarified it wouldn’t use “surge pricing” to lift charges, the rollout of digital menu boards throughout hundreds of places in 2025 and 2026 has created a extra refined model of this actuality. As an alternative of explicitly elevating the worth of a burger at midday, these high-tech boards permit eating places to vary the “featured” gadgets and reductions immediately based mostly on visitors. The result’s a “Value Entice” the place the offers vanish throughout the lunch rush, successfully forcing you to pay full value when demand is highest. It’s a yield administration technique borrowed from airways, now utilized to your Frosty.
The “Disappearing Deal” Trick
The digital boards don’t essentially increase the checklist value of a Dave’s Single from $6 to $8, however they do take away the lower-priced choices from the primary display throughout peak hours. In 2026, at 12:30 PM, the board would possibly spotlight the costly “Combo” meals and conceal the “Biggie Bag” worth menu on a secondary display or take away it totally. This psychological steering pushes hurried drive-thru clients to order the higher-margin gadgets displayed prominently. The value hike is achieved by eradicating the visibility of the cheaper alternate options.
“Daypart” Choices
Wendy’s explicitly said they might use the boards for “daypart provides.” This implies providing reductions throughout the sluggish hours (like 2 PM to five PM) to drive visitors. Conversely, this suggests that in “prime” hours, these reductions are turned off. In case you are used to getting a deal on the app, you would possibly discover that the in-store digital board value is greater if you happen to didn’t order forward. The “market value” of your lunch now is dependent upon when you eat it. Consuming at 11:30 AM may be cheaper than consuming at 12:15 PM.
The “Climate” Issue
The AI behind these boards is refined sufficient to regulate based mostly on exterior components like climate. In 2026, on a scorching summer time day, the board would possibly aggressively promote a higher-priced Lemonade or Frosty, whereas on a wet day, it pushes Chili. Whereas that is sensible advertising, it additionally means the menu is manipulating your selections based mostly in your seemingly cravings. You’re being upsold by an algorithm that is aware of precisely what you need earlier than you do.
The App is Your Defend
The one method to assure a constant value is to bypass the digital board totally and order via the Wendy’s App. The app costs are typically static and embrace “Cell Provides” that the drive-thru board gained’t present you throughout a rush. By ordering forward, you lock within the value and the promo, proof against no matter “daypart” experiment the shop is operating on the bodily window. In 2026, the app buyer pays lower than the drive-thru buyer for the very same bag of meals.
Is It Simply Wendy’s?
Whereas Wendy’s confronted the preliminary public backlash, business giants like McDonald’s and Burger King have quietly invested thousands and thousands in related digital menu know-how. These chains are using AI-driven “yield administration” methods that may modify pricing and featured gadgets based mostly on native demand and stock ranges in real-time. The period of the printed, static menu board is successfully lifeless, changed by screens that may fluctuate as quickly as an airline ticket or ride-share payment. In 2026, you should assume that the worth displayed on the drive-thru display is a “fluid” quantity that will differ from the worth simply ten minutes later. To make sure you aren’t paying a premium in your lunch, you need to all the time evaluate the board value towards the cellular app earlier than putting your order.
Did you discover the worth change on a digital menu whereas ready in line? Depart a remark under—inform us what occurred!
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