I’m going to wager that the plan was never to raise prices at busy times, it was always to use dynamic pricing to put things on sale and bundle stuff. Hear me out…
This is how dynamic pricing is often used in retail. The sales and bundles dupe you into buying more shit, and that raises your order total.
Wendy’s is not Uber or Lyft. There are MANY options that people have for lunch. If they just raise prices at peak times, people will eat elsewhere.