The question in 2024 is “How Much is the Beef?” It has been almost two weeks since burger chain Wendy’s unveiled full-year results and, aside from mild investor disappointment (the stock fell by 1.5% that session), management’s predictably upbeat comments didn’t spark much of a reaction. Suddenly, though, something Chief Executive Officer Kirk Tanner said back then has sparked unwelcome headlines for the chain known for its square beef patties: “Beginning as early as 2025, we will begin testing more enhanced features like dynamic pricing and day-part offerings along with AI-enabled menu changes and suggestive selling.” Dynamic pricing, less-flatteringly known as “surge pricing,” is a practice associated with companies like Uber, but it is actually widespread.
Spencer Jakab is the Global Editor of the Heard on the Street column at The Wall Street Journal. With a focus on finance and economics, Spencer's articles provide insightful analysis and commentary on various market trends, investment opportunities, and economic indicators. His work has also been featured in Marketplace by APM and Next Big Idea Club.