Wendy's clarified it was exploring "dynamic pricing," not "surge pricing," after a social media backlash to reports of potential peak-hour menu price increases. Dynamic pricing adjusts prices continuously based on factors like demand, season, and supply, while surge pricing only increases prices during peak demand. Industries like airlines, hotels, concerts, and parking facilities commonly use dynamic pricing. Grocery stores have expanded the use of electronic shelf tags to more easily change prices amid inflation and labor shortages. Approaches like temporary discounts may be better received than explicit peak pricing for routine purchases.