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Wendy's is about to test a surge pricing model similar to Uber, in which the cost of menu items will fluctuate throughout the day on 'high-tech menu boards' that can update prices in real-time, meaning a burger and fries will cost people more during the lunch or dinner rush than slower times of day.
The fast-food chain’s unappetizing plans, set to be tested in a high-stakes rollout next year, will squeeze more money out of already inflation-battered Americans who may not have the option to eat their meals during “off-peak” hours.
During a recent investor call, CEO Kirk Tanner said that the Ohio-based company will invest $20 million on the high-tech menu boards.
"As we continue to show the benefit of this technology in our company-operated restaurants, franchisee interest in digital menu boards should increase further supporting sales and profit growth across the system," he said, without noting how high prices could 'surge' - or whether the base price would actually fall during slower periods.
According to a spokesperson, who also didn't indicate if off-peak prices would be lower than current prices, "Dynamic pricing can allow Wendy’s to be competitive and flexible with pricing, motivate customers to visit and provide them with the food they love at a great value."
"We will test a number of features that we think will provide an enhanced customer and crew experience."
That said, Wendy's already charges vastly different prices depending on location. In Times Square, a Dave's Single costs $8.19 - vs. $5.99 at an outpost in Newark, NJ, the Post reports.
"Guess people better change their lunch hours from 2pm to 4pm. With all of the concern of rising prices, the last thing you want to have to consider is how much will it cost you for a burger and fries depending on the time of day," Ted Jenkin, CEO of Atlanta-based wealth management firm oXYGen Financial, told The Post.
"This isn’t any better than what we see going on with guilt tipping right now. It will prey on the fact that people can’t remember what the price was yesterday or the week before. It isn’t a Taylor Swift concert, it’s a burger, fries, and a Frosty."
https://www.zerohedge.com/political/wendys-test-surge-pricing-using-high-tech-menu-boards-change-real-time
You think you're just eating "cheese"?
Think again.
90% of the American cheese on store shelves right now is made with a lab-engineered fake rennet called FPC — fermentation-produced chymosin.
And it was originally developed and patented by Pfizer in 1990. Yeah, that Pfizer.
Here's how they did it: They took the gene for chymosin (the key clotting enzyme from a calf's stomach), spliced it into Aspergillus Niger — black mold — using CRISPR gene-editing tech, then let the mold ferment in giant vats like some dystopian bio-reactor. The result? A synthetic enzyme that's cheaper, faster, and more consistent than the real thing.
Big Food loved it. No more baby calves. No supply limits. Just endless, uniform cheese bricks rolling off the line. FDA called it "substantially equivalent" to real rennet and gave it GRAS status with zero long-term human safety studies — just a 90-day rat trial. Sound familiar?
The worst part? This stuff isn't even listed properly.
On ingredient labels it hides behind ...
