Wendy’s in the US has invested $20 million in new digital menu boards that enables the company to change prices depending on demand. The fast food chain is set to trial dynamic pricing at its restaurants in 2025.

McDonald’s has also tried to use dynamic pricing but with varied results as inconsistent prices at its franchise restaurants have caused outrage about the affordability of its food.

But can surge pricing really be a turning point in the fast food industry with Big data and advanced Management Information Systems (MIS)?

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