(NEWSnet/AP) – Picking out a ‘Dave's Single’ at Wendy’s?

The price you'll find on the menu board for that burger at lunch soon might not match the pricing you would see at another times of day.

Here's why:

Wendy’s is considering a test starting in 2025 of having its menu prices fluctuate throughout the day, based on demand. Such a pricing strategy is already common among ride-sharing companies and ticket sellers.

During a conference call earlier this month, Wendy’s CEO Kirk Tanner said that the Dublin, Ohio-based burger chain will start testing dynamic pricing, also known as surge pricing, as early as next year.

“Beginning as early as 2025, we will begin testing more enhanced features like dynamic pricing and daypart offerings, along with AI-enabled menu changes and suggestive selling,” he said. “As we continue to show the benefit of this technology in our company-operated restaurants, franchisee interest in digital menu boards should increase, further supporting sales and profit growth across the system.”

Wendy’s Co. plans to invest about $20 million to launch digital menu boards at all of its U.S. company-run restaurants by the end of 2025. It also plans to invest approximately $10 million over the next two years to support digital menu enhancements globally.

Tanner, a longtime PepsiCo executive, became Wendy’s CEO earlier this month.

Last year, Penegor announced a restructuring intended to speed decision-making and invest more in new restaurant development, particularly overseas.

The chain and its franchisees operate about 7,000 restaurants worldwide.

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