Marketing Currents - Business and Marketing Current Events

Wendy’s will soon begin testing surge pricing


The price of a Wendy’s Frosty could soon fluctuatethroughout the day as the chain looks to introduce Uber-like surge pricing on its menu.

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Discussion Questions:

  1. What is price?
  2. Why do you think it is such an important function of marketing?
  3. What factors might influence price?
  4. What is “surge” pricing?
  5. According to this story, is dynamic pricing different from surge pricing?
  6. How do you think surge pricing impacts you as a consumer?
  7. Why would Wendy’s be interested in the implementation of surge pricing?
  8. This news story also suggests Wendy’s will test AI-enabled menu changes and suggestive selling. What does that mean?
  9. Why would those features be of interest to Wendy’s?
  10. What are industry trends?
  11. What are two examples of industries where surge pricing is frequently used, based on information from this news story?
  12. If Wendy’s launches a form of surge pricing, do you think its competitors would follow suit? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.