Wendy’s is gearing up to experiment with an “Uber-style” surge-pricing model, where the prices of menu items will vary throughout the day based on demand.

This implies that popular items like the Dave’s burger may cost more during peak lunch or dinner hours.

The fast-food chain’s controversial initiative, set to undergo a high-stakes trial next year, could pose an additional financial burden on Americans already grappling with inflation, especially those unable to shift their meal consumption to “off-peak” hours.

Wendy’s CEO Kirk Tanner unveiled the new system during an investor call, revealing that the Ohio-based company plans to invest $20 million in advanced menu boards capable of real-time price updates without incurring extra overhead costs, the New York Post reported.

While representatives for Wendy’s, boasting over 6,000 nationwide locations, did not disclose the extent of potential price fluctuations, the move is poised to reshape the fast-food pricing landscape.

Written by B.C. Begley