Probably would have been better to raise prices and then have "Happy Hour" type discounts during slow periods. The net result would be the same but the perception of getting price gouged for going during traditional meal times would not be there.
Shifting to ridesharing's surge pricing is much different, especially if the user has to find out the pricing when they arrive at the restaurant. Ride sharing apps fundamentally sidestep this because you see the surge pricing without incurring a cost, and you can compare to competitors easily.
But with all the restaurants wanting more mobile orders, this may split the customer base in weird ways.
Somewhat, but if your plan was to ride share home your choice might just be incur the cost or gamble that waiting will make it better and not worse.
Wendys has raised prices already, and they will raise prices again at the time this launches for whatever they consider their premium hours.
But your idea is actually really interesting, maybe even innovative. Instead of the constant price changes from a digital menu, a fast food restaurant embracing "happy hour" in the context of their own menu offerings. I think this could maybe play.
Many, many restaurants have "happy hour" menu pricing to encourage people to come at off-peak times, without necessarily having any correlation with alcohol. I don't think anyone would question the naming.
It’s always in and out or chick fil a that is busy…