Avoid labeling Wendy’s innovative pricing strategy as “surge pricing.”

In a blog post published on Tuesday, the fast-food chain clarified that its experimentation with dynamic menus featuring fluctuating prices throughout the day is not intended to increase costs for customers.

“This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants,” the company statement read. “Digital menuboards could allow us to change the menu offerings at different times of day and offer discounts and value offers to our customers more easily, particularly in the slower times of day.”

In an email to CNN, Wendy’s said: “Wendy’s will not implement surge pricing, which is the practice of raising prices when demand is highest. This was not a change in plans. It was never our plan to raise prices when customers are visiting us the most.”

As fast-food ventures into dynamic pricing and embraces AI, there is a potential risk of confusing consumers and even losing customers, cautioned Lindsay Owens, the Executive Director of the Groundwork Collaborative, a progressive policy group based in Washington, D.C., In an email to CNN

Written by B.C. Begley