Wendy’s: A “Frosty” Reception for Dynamic Pricing

Fabrizio Di Muro

商品編號：W37154
出版日期：2024/06/19
再版日期：
商品來源：
商品主題：Marketing
商品類型：Case (Pub Mat)
涵蓋議題：surge pricing;price gouging;price discrimination;promotion;public relations;fast food;variable pricing
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：United States
產業：Accommodation & Food Services
事件年度：2024

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?

教學手冊：Wendy’s: A “Frosty” Reception for Dynamic Pricing - Teaching Note
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