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Wendy’s: A “Frosty” Reception for Dynamic Pricing
內容大綱
In February 2024, Wendy’s CEO Kirk Tanner announced that the company planned to test dynamic pricing at select US locations sometime in 2025. However, the company’s announcement generated a significant negative public reaction, to such an extent that Wendy’s felt compelled to offer US$1 burgers as part of a special “March Madness” promotion. As the company looked toward 2025, how should Wendy’s CEO Kirk Tanner plan to implement dynamic pricing in its stores?
學習目標
After working through the case and assignment questions, students should be able to achieve the following objectives:<ul><li>Understand that pricing has both economic and psychological components</li><li>Discuss why dynamic pricing has become popular in several industries</li><li>Understand how promotion and pricing are linked</li><li>Determine how a company should implement dynamic pricing</li><li>Evaluate whether dynamic pricing will become commonplace in the fast-food industry</li></ul>