Hungry? Now you'll just have to pay more

Businesses routinely come up with catchy terms to entice customers and make profits. So, you have Happy Hours, Bogo, Ladies Nights, Early Bird offers... all designed to push the consumer to shell out more than planned. And then there's this nasty thing called surge pricing in aviation and app-based taxi business, the fear of which makes one review and re-review plans. But, now, the surge pricing vendetta has moved beyond the two sectors and is ready to punch you right in the wallet, well, tummy. Reports suggest that Wendy's, the US fast-food giant, was planning to introduce 'dynamic/surge pricing', which means, brace yourself for sticker shock when your stomach's growling the loudest. Picture this: it's high noon, hunger's knocking on your door and, suddenly, as you scroll through a restaurant app/visit a restaurant, BAM! Prices have shot up faster than an Isro rocket.

When this news appeared, hungry masses raised their digital pitchforks in protest. Wendy's swooped in like a culinary superhero to save the day, revealing their plan was for 'off-peak deals'. This is just a sneakier way of doing the same thing - spreading the demand across the day. Thankfully, this fudge is yet to come to India. But if it does, let's sharpen our forks and knives. For, in the battle against wallet-walloping whimsy, we shall dine on justice and feast on fair pricing.