Wendy’s Surge Pricing TV Interview with Montclair State University Professor

Dr. Luis Portes, Feliciano School of Business professor from the Department of Management, was recently interviewed on WABC-TV (NY) Eyewitness News regarding Wendy’s surge pricing.  Wendy’s plans to institute dynamic pricing, charging more during certain times of the day, like lunchtime.  Dr. Portes commented that this likely would have more of a psychological impact on people as opposed to an economic one, since people are used to frequent price changes in other sectors, for example airlines. He indicated that since people expect, and are used to stable pricing for food that they purchase at restaurants outside of the home, this will come as a big surprise.