Wendy's Pricing Changes and Social Media Backlash / Sameer Mathur.

Format:

Book

Author/Creator:

Mathur, Sameer, author.

Sharma, Varun, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Marketing--Decision making.

Marketing.

Physical Description:

1 online resource

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

On February 5, 2024, Kirk Tanner became the new president and CEO of the popular fast-food chain Wendy's, at a time of ongoing concerns over declining stock prices and stagnant same-restaurant sales growth. Ten days later, on February 15, during Wendy's 2023 Q4 earnings call, Tanner announced a strategic plan which included the introduction of AI-enabled digital menu boards, backed by a major investment for the U.S. market. One aspect of this strategy was the implementation of dynamic pricing, set to be tested by 2025. Initial reports from trade publications were neutral, but mainstream media quickly compared it to the controversial Uber-style surge pricing practice--and this sparked significant social media backlash and media criticism. By February 27, Tanner faced a critical decision on whether to proceed with dynamic pricing and how to respond to the growing outcry. This case explores pricing implementation challenges, including communicating and marketing future pricing initiatives.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071982921

1071982923

OCLC:

1483994085