Marketing Currents - Business and Marketing Current Events

Yes, Wendy’s Is Selling $1 Burgers Following ‘Dynamic Pricing’ Fiasco


Fast-food fans were aghast when news broke this week that burger chain Wendy’s would be testing out surge pricing — a mostly reviled strategy of raising prices during busy times made famous by Uber.

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Discussion Questions:

  1. What is dynamic pricing?
  2. Last week, it was widely reported that Wendy’s planned to test dynamic pricing. What does that mean?
  3. Why would they be interested in testing dynamic pricing?
  4. Based on what you learned from this story, what was the reaction from consumers to that news?
  5. What is publicity?
  6. How does negative publicity impact a business or brand?
  7. What is crisis management?
  8. How would you describe how Wendy’s handled the reaction from consumers?
  9. What is promotion?
  10. How might offering $1 burgers represent an example of both crisis management and promotion?
  11. Do you think Wendy’s was still going to offer $1 burgers even without the negative response to the idea of testing dynamic pricing? 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.