On Tuesday, Wendy’s announced that it plans to begin testing dynamic pricing with its menu as early as 2025, reported the New York Times. Along with the feature, the company will roll out digital menu boards, overall investing over $30 million in the initiatives.  

In the February earnings call where he made the announcement, Kirk Tanner, president and CEO, said “We are always focused on improving the customer and crew experience, and in that spirit, we are leveraging technology in our restaurants even more.” 

During the announcement, Tanner did not offer many details during the call on how much prices would change, or exactly how the dynamic pricing would work.  

Facing backlash, Wendy’s then made a statement that “it has no plans to increase prices during the busiest times at its restaurants,” Fortune reported. Instead, the company said that the dynamic pricing is about having prices go down at times, not raising prices. 

“We said these menu boards would give us more flexibility to change the display of featured items,” the company said. “This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants. We have no plans to do that and would not raise prices when our customers are visiting us most.” 

Wendy’s said that its 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.” 

Read more: Axios covered the dynamic pricing kerfuffle, while the New York. Post explores restaurants that already use dynamic pricing.