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Burger King has thrown their hat (or crown) into the ring on the Wendy’s surge pricing fiasco. In the latest chapter of the fast food drama, Burger King is offering free Whoppers to customers in a strategic jab aimed at their red-headed rival.
From Feb. 28-March 1, Burger King will be having three days of free Whoppers to celebrate the public snafu that prompted Wendy’s fans to lose their cool. The catalyst was the mention of a new proposed price model called, dynamic pricing (or surge pricing) which CEO Kirk Tanner revealed during an earnings call this past month.
Once the ketchup packets started to hit the fan, Wendy’s released a late-night statement to calm the masses, and walked back their intention to use such a model. They said their aim was to: “offer discounts and value offers to our customers more easily, particularly in the slower times of day.”
Burger King saw an opportunity, and ran with it. Customers will be able receive a free Whopper or Impossible Whopper with a purchase of $3 or more on their mobile app. The chain also spoke out in a press release, saying: “We don’t believe in charging guests more when they’re hungry. Surge pricing? Well, that’s new. Good thing the only thing surging at BK is our flame!”
The dynamic pricing model which riled everyone up is known for being used by Uber during peak times of the day. The cost of a ride goes up or down based on supply and demand, how many drivers are available, and whatever other factors they may cite. When customers got wind of Wendy’s possible intention to use this pricing strategy on burgers…it seemed as if the world would surely degenerate into pure madness as common sense was flying out the window.
Wendy’s statement issued by spokesperson Heidi Schaue, continued: “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. (There are) no plans to do that and would not raise prices when our customers are visiting us most.”
Th damage control crew is in full force as shade gets cast by BK, in a delightful turn of events. And it might be a perfect sort of comeuppance as Wendy’s is notorious for dishing it out to other fast food chains on social media. Guess it’s their time in the hot seat. And a free Whopper!
