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A customer at a New Jersey Turnpike Burger King claims her meal price increased at checkout, suggesting the fast-food giant might be implementing dynamic pricing. Despite Burger King's denial, the incident has sparked significant online backlash and customer frustration.
Customer Alleges Dynamic Pricing at Burger King, Sparking Online Debate and Consumer Outrage
According to the New York Post, following Burger King's mockery of the concept earlier this year, a consumer at a rest stop on the New Jersey Turnpike believes she has identified the company's implementation of dynamic pricing.
“The price of my Burger King meal got more expensive as I was checking out,” Reddit user Simply827 recently flagged in a viral post.
A photo of her tablet transaction showed the order total jump from $33.89 to $34.18 — the only explanation on the screen offered was that “pricing can change for a variety of reasons.”
“It wasn’t added tax. The previous total had tax included,” the disgruntled diner added in a comment.
However, Burger King's catastrophic experimentation with a surge-pricing model last winter was a bitter pill for Wendy's to swallow.
“We don’t believe in charging people more when they’re hungry,” BK posted on X then.
Months after the Garden State grievance, the restaurant chain is currently engaged in an online fast-food battle.
“That Cancel Order button looks real tempting,” one Reddit reader commented, with another adding, “Must be surge pricing. I’m done with fast food. They forgot their place.”
“Fast food places have become a joke,” someone chimed in.
“This should be illegal and at least considered false advertising,” added a third.
Burger King Denies Dynamic Pricing, Blames Sync Error as Controversy Grows Online
Burger King's spokesperson refuted the notion of dynamic pricing in a statement to The Post.
“I can confirm there are absolutely no plans for dynamic pricing at BK, and that no BK U.S. locations are using or testing dynamic or surge pricing,” the statement read. “As our president said in February when our competitor announced exploring surge pricing, ‘As the leader of this company, I will never support surge pricing or charging people more when they’re hungry.’
“What happened at the New Jersey location was the result of a sync error with kiosks, and we are working with our software vendor to ensure it doesn’t happen again,” the statement concluded.
Nevertheless, a TikTok user who claimed to be a software engineer with a decade of experience refrained from biting.
“This isn’t a bug. Somebody went to the trouble of implementing this on their system,” he claimed in a reaction video to the incident.
The clip maker proposed that Burger King may have unintentionally disclosed their strategy to exploit customers' wallets after elaborating on his comprehensive theory.
“What Burger King is trying to say was, ‘Oops, this, this isn’t a thing, this is a bug.’ And I’m trying to say that it made it into production sooner than they wanted it to.
“The only way that this kind of stuff goes away is if you say, ‘No,'” he lamented.
