There is nothing in the world that I love more than cheap food. Savoring a meal for a cheap price is one of the many small pleasures that I love to indulge in. My infatuation with affordable food has contributed to my disappointment when hearing that Wendy’s has contemplated introducing dynamic pricing to its menu in 2025. Naturally, I find that this is a horrible decision and will lead to exploitation and manipulation of consumers.

Dynamic pricing is the practice of fluctuating prices based on market demand. Wendy’s is planning to test dynamic pricing and these changes are anticipated to roll out in 2025. Wendy’s claims that the adjustment in their pricing strategy is based on the popularity of products and will not be used to raise the prices of its menu. According to a Wendy’s chief executive during an earnings call earlier this month, “The current price for a Wendy’s Dave’s Single, Baconator or the beloved Frosty dessert could fluctuate based on demand.” 

All across America, food prices have surged due to an increase in production costs and an increase in inflation. All fast food restaurants have made themselves familiar with menu price increases and restaurants, like McDonald’s, Burger King and Starbucks, are already utilizing dynamic pricing in more subtle ways by offering customers points, discounts and incentives. The difference is that Wendy’s stated these tactics out loud, drawing backlash from customers. The increases in these tactics give the impression that dining at a fast food chain is almost comparable in price to dining at an above-average sit-down restaurant with higher quality food and service.

I believe that fast food restaurants increasing the price of their menu based on item popularity will have negative impacts on business and would truly be a mistake. The entire appeal of fast food chains is not necessarily the taste of the food but the quick service, convenience and, most importantly, the affordability of the food. Increasing the price of food with subpar quality is not justifiable. Needless to say, the service does not justify the price either. To a certain extent, dynamic pricing in fast food chains can be considered exploitation as some American households rely on fast food due to convenience and affordability. 

I am not the only one who harbors extreme displeasure with Wendy’s and their decision to roll out dynamic pricing. New York lawmakers are not considering this idea favorable either and have decided to introduce bills that would counteract such decisions. For example,  State Assemblyman Angelo Santabarbara (D-NY) introduced the Fair Food Prices Act which is “designed to protect consumers from potential exploitation and manipulation.”

Some might argue that as a large business in capitalist America, Wendy’s and other fast food chains should have the right to run their businesses as they see fit. Nonetheless, I believe that fast food chains are cheap for a reason. Fast food is not known for having the highest quality of food. It is not the highest grade of cuisine on the market. It is simply enjoyed by many because of its convenience and simple taste, which contribute to its enticing appeal and add to its draw. I would not shell out $30 for a burger and fries from Wendy’s, and I don’t think it should ever have to come to that. 

Mike Angelo Rodriguez, FCRH’27, is a political science major from Atlantic City, N.J.