The Wendy’s board should fire this moron immediately. He obviously has zero foresight or situational awareness. A child could see that this idea is doomed from the start. He obviously doesn’t understand that the business he is in has many competitors, and it only takes one that refuses to go along with this nutty idea to sink it. Like the fast food workers who demand an ever-higher minimum wage, he forgets that customers can say “No” to his scheme and vote with their feet. He seems to believe that if Wendy’s boosts prices at the time someone is considering eating there, they will just hang around and come back in an hour or two when prices go back down. That will never happen. They’ll just go to a competitor instead, leaving Wendy’s with zero business from that transaction instead of the extra windfall he imagines.
The other thing is that by making their prices unpredictable, they would drive many people away for good as they get out of the habit of going there. It’s not like Wendy’s is serving filet mignon. Their product is mediocre at best, so intentionally making it more difficult and complicated to purchase it is just stupid.
A looooong time ago when McDonald's had established a large national footprint, one of their main selling points was predictability and consistency. You could order a cheeseburger in Richmond, VA or in Seattle, WA and knew pretty much what to expect in terms of pricing and quality.
That same consistency became one of the hallmarks of the industry that all the upstarts tried to achieve. Now this idiot is trying to undermine at least one key aspect of that in one fell swoop, trying to change prices between the time you order your burger and then time it gets served.