Burger King Offers Free Whoppers in Response to Wendy’s Surge Pricing Reports

When reports surfaced earlier this week that Wendy’s was planning to test out Uber-style surge pricing to fluctuate prices depending on the time of day, the news wasn’t exactly well received by customers. And in the wake of the widespread outrage, Burger King is coming out with guns blazing to offer customers free Whoppers, as well as a promise that the company will never price-gouge customers.

“The only thing surging at BK is the [fire emoji],” the fast food chain posted on social media Wednesday, referring its flame-grilled burgers. “We don’t believe in charging people more when they’re hungry.”

To redeem the offer of a free Whopper or vegetarian Impossible Whopper, users simply need to make a $3 purchase in the BK App or Burger King website through Friday. The deal can then be accessed through the “Offers” tab.

the only thing surging at BK is the ?. we don’t believe in charging people more when they’re hungry.

FREE Whopper or Impossible Whopper with $3+ purchase in the BK App through Friday at part U.S. rest. terms apply: https://t.co/HblzQ1uRIq

— Burger King (@BurgerKing) February 28, 2024

Tom Curtis, U.S. president of Burger King, also doubled down on the challenge in a statement lobbed in Wendy’s direction.

“As the leader of this company, I will never support surge pricing or charging people more when they’re hungry,” Curtis promised. “When our guests come to us, it’s our opportunity to give them our very best—in service and value for their hard-earned money. At Burger King, You Rule!”

News of Wendy’s surge pricing surfaced during a recent investors call with the company’s new CEO Kirk Tanner. Tanner said that the chain is planning to test “digital menu boards” starting in 2025, which would allow locations to update prices in real-time at little to no expense. The $20 million system would ostensibly allow Wendy’s to raise prices as busier times of the day, such as the lunch rush.

However, as the backlash quickly mounted, the company backtracked in a statement the following day.

“We said these menu boards would give us more flexibility to change the display of featured items,” the statement said. “This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants. We have no plans to do that and would not raise prices when our customers are visiting us most.”

The company noted that any features being tested in the future would be designed to benefit customers and restaurant crew members.

“Digital menu boards 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,” the statement added.