Burger joint Wendy's going to experiment with 'dynamic pricing' in 2025 - how will consumers react?

Alex Pierson speaks with David Soberman, Professor of Marketing and the Canadian National Chair of Strategic Marketing with the Rotman School of Management, about Wendy's preparing to test 'dynamic pricing' in 2025 - this is when the price of a product fluctuates according to demand - like we've seen with Uber prices in rush hour or when there's transit outages.

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