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Food & Drink


BURGER KING BURNS WENDY’S BY OFFERING FREE WHOPPERS AFTER SURGE-PRICING PLANS
ANNOUNCED

By Brooke Steinberg

Published Feb. 29, 2024
Updated Feb. 29, 2024, 10:47 a.m. ET


It’s a new kind of Hunger Games.

Just days after Wendy’s announced they would be testing an “Uber-style”
surge-pricing model where the cost of menu items would fluctuate based on
demand, Burger King made an announcement of their own.

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BK will be giving out free Whoppers through Friday, March 1, throwing some
not-so-subtle shade at their competitor.

3
Burger King will be giving out free Whoppers through Friday, March 1, throwing
some not-so-subtle shade at Wendy’s. Christopher Sadowski

“As the leader of this company, I will never support surge pricing or charging
people more when they’re hungry. When our guests come to us, it’s our
opportunity to give them our very best – in service and value for their
hard-earned money. At Burger King, You Rule!” President of Burger King US,
Burger King, Tom Curtis said in a statement to The Post.

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Customers can redeem a free Whopper or vegetarian Impossible Whopper with a
purchase of $3 or more through the “Offers” tab in the mobile app or on bk.com.

“The only thing surging at BK is the 🔥. We don’t believe in charging people
more when they’re hungry,” the company tweeted.

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Burger King’s terms calls the deal “no urge to surge” — a responses to Wendy’s
apparent urge to surge.


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> 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

The Post has reached out to both Burger King and Wendy’s for comment.

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Wendy’s was all over headlines after it was reported that CEO Kirk Tanner
announced the new dynamic-pricing system on a call with investors, noting that
they will invest $20 million on high-tech menu boards that will be able to
update prices in real-time.

Representatives for Wendy’s — which has more than 6,000 locations nationwide —
would not say how much prices could fluctuate.

3
Wendy’s announced they would be testing an “Uber-style” surge-pricing model
where the cost of menu items would fluctuate based on demand. AP Photo/Charlie
Neibergall, File

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“Dynamic pricing can allow Wendy’s to be competitive and flexible with pricing,
motivate customers to visit and provide them with the food they love at a great
value,” a Wendy’s spokesperson told The Post on Monday. 

“We will test a number of features that we think will provide an enhanced
customer and crew experience.” 

But after facing backlash, Wendy’s walked back the announcement, insisting that
Uber-style “surge pricing” isn’t part of the plan.

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In a follow-up statement on Tuesday, the company said, “Any features we may test
in the future would be designed to benefit our customers and restaurant crew
members. Digital menu boards could allow us to change the menu offerings at
different times of day and offer discounts and value offers to our customers
more easily, particularly in the slower times of day.”

3
Burger King customers can redeem a free Whopper or vegetarian Impossible Whopper
with a purchase of $3 or more through the “Offers” tab in the mobile app or on
bk.com. Burger King

“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 said in a
Wednesday statement to The Post.

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Schauer added that there are “no plans to do that and would not raise prices
when our customers are visiting us most.”

At the moment, McDonald’s hasn’t responded to the situation, but The Post
reached out for comment.

What do you think? Post a comment.

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This isn’t the first time Wendy’s and Burger King beefed.

In 2020, Burger King posted a photo of their mascot standing at a Wendy’s
drive-thru holding a sign that said, “Roses are red, violets are blue, patties
are round.” Wendy’s official Twitter account, which is infamous for its sarcasm,
responded, “Looked who dropped by to see what Spicy Nuggets were supposed to
taste like.” Burger King responded with another mascot photo, and Wendy’s had
the final word with the response, “Honestly expected better, but you’re probably
pretty used to hearing that.”

Only time will tell if the surge-pricing incident will ignite the fast food
wars.


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Filed under burger king ,  fast food ,  mcdonald's ,  wendy's ,  2/29/24
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