Wendy’s has unveiled plans to introduce a dynamic pricing model by next year, according to CEO Kirk Tanner during a recent earnings call.

This approach would see Wendy’s adjust its prices based on factors such as the time of day, location, and demand.

During the call, Tanner elaborated on strategies aimed at boosting the company’s profitability. These include the adoption of digital menu boards capable of real-time price adjustments and varying menu options throughout the day.

Contrary to the notion of “surge pricing,” a concept often linked with ride-sharing services like Uber and ticket sellers, Wendy’s clarified its stance.

“In our fourth quarter and full-year 2023 earnings announcement, we shared updates on investments in our digital operations. Among these is the introduction of digital menu boards in our U.S. company-operated restaurants,” Wendy’s stated in a response to USA TODAY.

The company emphasized that these digital boards would enhance their ability to modify the display of featured items. However, some media reports misinterpreted this as an intention to hike prices during peak restaurant hours. Wendy’s firmly denied any plans to implement such pricing strategies during its busiest times.

“Any future test features will aim to benefit our customers and staff. With digital menu boards, we could adjust our menu offerings according to different times of the day and more readily provide discounts and value deals to our patrons, especially during less busy periods,” Wendy’s explained.