Why dynamic pricing — at Wendy’s and everywhere — is likely inevitable

A few weeks ago, Wendy’s encountered disaster when it announced, and immediately walked back, a plan for dynamic pricing. But this won’t be the last time you hear about the strategy. We talked to Sahaj Sharda, a Columbia University law student and author of The Extinction of the Price Tag, about the dangers of dynamic pricing and whether consumers can use it to their advantage.

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