Years ago, we’d hear of a new plan for something some retail company would want to do, but it would have already been completed, rolled out, and we’d be stuck with it. Wendy’s, owner of one of the funniest Twitter/X accounts out there caught heat for suggesting the idea of surge pricing, much like hotels do. They started back pedaling the idea of dynamic pricing days later, as customers started to poke fun, complain, and otherwise call out the idea as price gouging. The Internet driven instant response can help, or it can hinder. For now, Wendy’s has been spared, but the consumer public is fickle. We’ll watch to see who is next on the bad PR front.

After days of backlash, Wendy’s says it has “no plans” for surge pricing on burgers in 2025.

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