Wendy's is set to experiment with a dynamic pricing model similar to Uber's surge pricing, where the cost of items will vary throughout the day based on demand. This new pricing strategy, announced by CEO Kirk Tanner, is expected to start testing in 2025 and will utilize advanced digital menu boards for real-time price updates, aiming to manage costs without additional overhead. The move comes as Wendy's prices already vary by location, with the chain being noted as the most expensive fast-food brand in the US due to recent menu price increases. This approach to pricing has been met with skepticism by some consumers, with a majority viewing dynamic pricing in the restaurant industry as potentially unfair.