Wendy's Would Have Crossed a Line by Testing Surge Pricing

As consumers, we’ve long since adjusted to surge pricing across a wide range of services, from ride-hailing, golf courses and cinemas, gyms to bowling alleys — and even at theme parks. Not to mention airlines and hotels, which have varied their rates according to demand for decades.

But when it was announced that the burger chain Wendy’s that it would start testing dynamic pricing next year, there was a fuss. Surge pricing for fast food feels like a Rubicon is being crossed because it isn't a luxury item. We can argue all day about the unfairness of the lack of healthy options in low-income communities, but it doesn't change the fact that burger chains target food insecure communities, and it has become a cheap staple to feed families. As one Reddit commenter put it, changing the prices throughout the day “is just more predation on the poor.”