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Wendy’s ‘surge pricing’ mess looks like a case study in stakeholder conflict

By Vivek Astvansh, Associate Professor of Quantitative Marketing and Analytics, McGill University

Just two words created a publicity nightmare for fast-food giant Wendy’s: dynamic pricing.

In late February 2024, news broke that the chain was considering charging different prices at different times of day — a tactic usually associated with airlines and ride-hailing companies. As headlines like “Wendy’s to roll out Uber-style…

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