Fast food chain Wendy’s had a bit of a PR fiasco recently when it announced “dynamic” or “surge pricing” that would be a function of demand for its offering at a particular time. Vistage speaker Marc Emmert reminds us that dynamic pricing is nothing new; hotel and airlines have practiced it for years.
In Wendy’s case, Mr. Emmer thinks its negative reception “was a result of poor messaging. Wendy’s lost control of a narrative that could have been about providing more value at off-peak times. A more thoughtful examination of dynamic pricing reveals a flipside.”
Spend a few minutes with Mr. Emmer for a primer on the opportunities and required preparation for Dynamic Pricing . You might also want to learn a bit more about Wendy’s recent experience, and how they walked it back.
