Last week, it came out that Wendy’s was considering using dynamic pricing, which sparked concern that would mean increased prices during peak hours. Immediately, the company was met with a deluge of criticism and they reversed their decision.

While dynamic pricing is off Wendy’s menu for now, the practice is still common in everything from ride hailing services to air fare and even concert tickets.

What does the heated backlash reveal about what customers will accept? And where could dynamic pricing sneak in next?

GUEST: Corey Mintz, freelance food reporter and author of The Next Supper: The End of Restaurants as We Knew Them, and What Comes After

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