Fast food serves a purpose: You know what it's going to taste like, you know how long it's going to take, and you know what it'll cost. But now, Wendy's is throwing a wrench into that.
The CEO of Wendy's says they're planning to boost profits by introducing digital menu boards that will have the capacity to display dynamic pricing that fluctuates throughout the day.
That means a Baconator may cost MORE during busy times, like typical mealtimes . . . and less at, say, 2:00 P.M.
The worst part is that you WOULDN'T know what the price is until you pull up, which is annoying . . . even if the price changes aren't THAT drastic.
They also say they're planning to implement "A.I.-enabled suggestive selling." (Which is probably some kind of up-selling. "People usually add a Frosty to orders like these!")
The changes aren't happening right away. They're hoping to get the new menu boards out by early next year, so they can begin experimenting with it.