Burger King Capitalizes on Wendy’s Pricing Backlash With Free Whoppers

In response to Wendy’s pricing uproar, Burger King has stepped in with a straightforward offer: get a free Whopper or Impossible Whopper with any $3 purchase through March 1 at participating U.S. locations. But there’s a catch — you have to order through its app or website.

Wendy’s, on the other hand, made waves this week by announcing plans to introduce a “dynamic pricing model” as early as 2025, aiming to adapt prices based on market demand, seasons, and other factors. This move drew sharp criticism from consumers fearing price hikes when hunger strikes.

The backlash prompted Wendy’s CEO to clarify that they won’t adopt surge pricing, assuring customers that any future changes will prioritize their benefit and the restaurant crew’s well-being.

Dynamic pricing isn’t new; big players like Target, Walmart, Amazon, and Uber have already dabbled in it. But it’s a contentious strategy, leaving customers wary of potential price jumps.

Amidst the debate, Burger King’s offer stands as a beacon of simplicity. No gimmicks, no fine print — just a good old-fashioned deal for those craving a flame-grilled burger without breaking the bank.

CEO Kirk Tanner announced Wendy’s new pricing strategy during a chat with investors, revealing a hefty $20 million investment in state-of-the-art menu boards that can update prices in real time.

The company announced plans to potentially implement these digital menu boards in the future with the aim of enhancing customer experience and aiding restaurant crew members. These boards could facilitate dynamic menu changes throughout the day and streamline the process of offering discounts and value deals, especially during less busy periods.

With over 6,000 locations sprawled across the nation, Wendy’s reps clammed up about the extent of these price swings. But the plot thickened when Wendy’s faced a barrage of backlash, quickly backpedaling on the surge pricing notion, and prompted a quick response from the fast-food chain.

“To clarify, Wendy’s will not implement surge pricing, which is the practice of raising prices when demand is highest. We didn’t use that phrase, nor do we plan to implement that practice.”

Wendy’s spokesperson Heidi Schauer via New York Post

This isn’t the first spat between Wendy’s and Burger King. Back in 2020, Burger King’s mascot gatecrashed a Wendy’s drive-thru, sparking a Twitter war. Wendy’s snark had the final word, leaving Burger King’s mascot with a bruised ego.