Wendy's, burned by CEO comment, vows no price surges for burgers

There's nothing they can say to make this right. Fast food is already egregiously priced and Wendy's only wants to make it worse for consumers by raising prices otherwise. They can call it what they will but prices have almost doubled in my area. A single medium meal costs at least $8. If the quality of ingredients were in line I wouldn't have near as much of an issue. If this was what we had to do to get liveable wages in fast food workers in the US, again, I'm happy for this. Unfortunately, we all know all this would do is give the person who thought of it a bonus, increase executive pay disparity, and further reduce the point of a fast food stop.

You know that a fast food CEO is spending far too much time in the C-suite (or on Wall Street), vs. around actual customers, when he says something like ...

This was idiotic on the CEO’s part, surge pricing is universally loathed by customers, only grudgingly tolerated when done by Uber/Lyft.

OTOH, equating dynamic pricing with surge pricing (which the public does) is not entirely correct: you can dynamically price down, too, eg run time-limited campaigns in the store. This is the killer app of electronic shelf labels that’s currently underutilized.