Julien Moreau with AFP // Photo credits: JIM WATSON / AFP
In the United States, the head of the Wendy’s brand has considered using artificial intelligence to implement dynamic pricing by charging more for burgers at peak times. Faced with numerous criticisms that have multiplied on social networks, Kirk Tanner decided to clarify his comments.
In the United States, the boss of a fast-food brand is said to have considered using artificial intelligence to implement dynamic pricing, in other words charging more for burgers during peak hours. An idea which is not necessarily innovative since it is already used for plane tickets, reservations for show tickets or journeys made by VTC.
At the beginning of the month, Kirk Tanner, at the helm of the group since the beginning of the month, indicated that he wanted to test several features using artificial intelligence, citing in particular this idea of dynamic pricing. Faced with the increase in negative feedback, the channel wanted to clarify the facts by reporting that the comments had been misinterpreted.
Dynamic pricing
Indeed, the idea caused controversy across the Atlantic, with experts considering it risky. “Customers will find it unfair and unreasonable to pay more for the same product, they will be angry and leave and never return,” warned John Zhang, professor of marketing at the Wharton business school. from the University of Pennsylvania. For him, the best option would instead be to encourage customers to come during quieter periods by offering them discounts. Everything is not to be thrown away, however, because encouraging customers to avoid peak hours could make it possible to compensate for the lack of labor from which the sector has suffered in the United States since the Covid-19 pandemic.