Burger King Shades Wendy’s: To Giveaway Free Whopper in Response to Controversial ‘Surge Pricing’ Plan

After shading its rival Wendy's fast-food chain, Burger King announced it would offer free Whopper burgers. Likewise, the company is giving away free burgers in response to the latter's "surge pricing" plan, which is typically a common practice in Uber service.

Backlash Over Wendy's Pricing Plan

As per KTLA5, Burger King is letting its customers know they can still have a more affordable option after Wendy's was bashed after revealing its plans to apply a "dynamic pricing model" for its menu. The home of Baconator was heavily bashed after various media reported this plan.

Customers started criticizing Wendy's because the suggested dynamic or surge pricing scheme means the cost of food items will vary. It may go up or down depending on how the customers' demand changes at certain times of day, especially during peak hours.

Limited-Time Freebies

In response to the adverse reactions to Wendy's pricing, Burger King said its customers can receive free Whopper or Impossible Whopper if they spend $3 for any orders until March 1. The company also wrote on social media as if shading its rival restaurant, "The only thing surging at Burger King is the flame. We do not believe in charging people more when they are hungry."

BK said customers may avail of the offer by placing an order via its website or the BK app. Then again, the free Whopper is only offered at participating stores in the United States.

USA Today reported that Burger King's latest promotion comes shortly after Kirk Tanner, Wendy's chief executive officer, said during the company's latest earnings call this month that they have plans to implement a "dynamic pricing model" as early as next year.

Meanwhile, Wendy's immediately released a statement as the criticisms escalated. It denied the reports that it would shift to the "dynamic pricing" method.

"Wendy's will not implement surge pricing, which is the practice of raising prices when demand is highest," the company said. "We did not use that phrase, nor do we plan to implement that practice."

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