Seeing surge pricing in common industries like transportation isn't out of the norm, but seeing it take place in a popular fast food chain might be a new concept for many.
Recently there was a great deal of backlash to the idea of a fast food restaurant toying with the idea of surge pricing. Would this deter people from going to that location for a bite to eat? Or would they still go and just end up paying more? If fewer people went in and it meant a loss in demand and sales for the restaurant then would they eventually get rid of the change in price to bring those consumers back? Given the extent that companies see backlash to this idea they might toss it to the side altogether.
In the same way that you could pay more to get priority deliver with food apps might restaurants offer the same thing if possible? Rather than increasing prices altogether on every or few of the items available during a certain time.
In the last few years more people have reported cooking at home when they can and trying to prioritize cooking rather than ordering or eating out. Perhaps price change attempts like these will only push more people in that direction.
https://www.theguardian.com/food/2024/mar/11/surge-pricing-restaurant-charging-more-at-peak-times
https://financialpost.com/news/retail-marketing/surge-pricing-isnt-coming-fast-food-menu-near-you
https://abcnews.go.com/GMA/Food/wendys-announces-uber-surge-pricing-model/story?id=107584986
https://www.usatoday.com/story/opinion/columnist/2024/02/28/wendys-menu-dynamic-pricing-surge-burgers/72765005007/
https://theconversation.com/wendys-wont-be-introducing-surge-pricing-but-its-nothing-new-to-many-industries-224910
https://www.washingtonpost.com/opinions/2024/02/29/wendys-dynamic-pricing-elizabeth-warren/