This has been described as similar to Uber/Lyft surging but it’s different in a few critical ways that I suspect consumers are less tolerant of.

When Uber/Lyft are surging it incentivise more drivers to go to the surge area. This raises supply and the surge rate decreases. Drivers are distributed automatically where they are needed. Overall trips taken should be higher compared with a no surging model. So it shifts both the demand (higher ride price) and the supply curves dynamically. That’s an easier model to market to customers as there is at least some logical sense behind it.

However in Wendys case dynamic pricing has no effect on supply. It just modifies the demand curve.

Fundamentally they are betting that their food demand is inelastic enough that they’ll make more money overall. That just feels more exploitative and is going to be harder to market.