Burger King had the perfect response to Wendy’s “dynamic pricing,” where the fast food chain announced — then retracted — its plans to introduce Uber-like surge pricing.
On February 26, Wendy’s CEO Kirk Tanner announced that the fast food giant would be implementing a new pricing strategy that would change the cost of food items depending on demand.
In other words, it would have been similar to Uber, a service that has come under scrutiny for charging customers with higher rates during rush hour.
The idea was immediately met with intense backlash from customers — and it looks like Wendy’s was well aware of the feedback, as they clarified their plans in a statement shortly thereafter.
In their statement, Wendy’s explained that they’d intended to use digital menu boards to “give us more flexibility to change the display of featured items,” and will “not implement surge pricing,” arguing that they “didn’t use that phrase, nor do we plan to implement that practice.”
Burger King roasts Wendy’s controversial surge pricing plans
It’s no secret that fast food companies can be ruthless to each other on social media, and Burger King is no exception to this rule.
Subscribe to our newsletter for the latest updates on Esports, Gaming and more.
The chain took the opportunity to be extra petty toward its business rival by giving away free burgers in response to the backlash surrounding Wendy’s controversial pricing decisions.
On February 28, Burger King penned a tweet claiming customers spending $3 or more in their official app would be eligible for a free Whopper or Impossible Whopper at participating US locations.
Of course, they couldn’t resist throwing a jab toward Wendy’s in the process, writing: “The only thing surging at BK is the 🔥. We don’t believe in charging people more when they’re hungry.”
the only thing surging at BK is the 🔥. we don't believe in charging people more when they're hungry. FREE Whopper or Impossible Whopper with $3+ purchase in the BK App through Friday at part U.S. rest. terms apply: https://t.co/HblzQ1uRIq
— Burger King (@BurgerKing) February 28, 2024
Commenters can’t get enough of Burger King’s pettiness, praising the fast food chain for taking a stance against surge pricing.
This is just the latest viral moment to come from the fast food world after a Jimmy John’s worker took social media by storm after throwing a customer’s sandwich in the trash when they tried to pay with cash.