Fast food restaurants are diving deeper into the digital realm, adopting strategies that range from dynamic pricing to drive-thru voice bots and weather-based menu boards.
A Wendy's restaurant is shown in Brookhaven, Pa., Monday, May 10, 2021. Fast food restaurants are diving deeper into the digital realm, adopting strategies that range from dynamic pricing to drive-thru voice bots, data collection and weather-based menu boards. THE CANADIAN PRESS/AP-Matt RourkeLast Updated Wednesday, February 28, 2024 3:30PM EST
Wendy's clarified in an email Wednesday that the fluctuating price tags it plans to implement will mean lower prices during slower times of day, rather than surge pricing during peaks. Next year, Wendy's plans to try out menu boards at all U.S. locations that can offer AI-prompted changes based on the weather - “a cool Frosty on a warm summer day,” said spokeswoman Marcy McMillan. McDonald's has done likewise for about eight years, and in 2019 acquired Israeli AI firm Dynamic Yield in a reported US$300-million deal before selling it two years later.
“What Wendy's is trying to do is smooth out demand so that their patrons don't come exclusively at noon and exclusively at 5 or 6,” he said. Lower prices at off-peak times could also attract more guests overall. The changes can be attention-grabbing - “send out a social media blast and you have a flash sale to drive traffic at those slower periods,” said Carter.
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