Raise prices at peak times? ✅💰
Lower prices ever? ❌📈
Properly done dynamic pricing rewards customers with cheap prices for going at off-peak times, and the opposite on-peak. However this other form of "surge pricing" is really just price gouging under another label
Last year the couple I've eaten at Wendy's was because my friends and I had coupons. Once the coupons start saying 30% off instead of "meal for 7.99" I'll know what is happening.
mcdonald's is getting raked over the coals for their higher prices. wendy's saying they're going to set higher pricing during busy times in this environment is going to push people off to a place like burger king, and everyone loses in that situation.