Unlike other folks, I'm OK with dynamic pricing. But customers need to know what they'll pay before they decide to walk into Wendy's, and it needs to be obviou

Unlike other folks, I'm OK with dynamic pricing. But customers need to know what they'll pay before they decide to walk into Wendy's, and it needs to be obvious. Otherwise: A) you might waste time waiting in line only to discover that the price is higher than you're willing to pay, or B) You might pay a higher price than you consider reasonable, but not even realize it, as you rely on Wendy's doing the math, or C) The pricing scheme might not be effective at attracting customers at quiet times. The way McDonald's does price discrimination (app users vs. others) works well: - even naive customers never pay more than the 'regular' price, and - app users can check for current offers before they leave home or just before they walk in.