Surge pricing? For a hamburger?

We understand the laws of supply and demand. When demand exceeds supply, prices tend to rise. We see it when we try to buy airline tickets during a peak travel time. We see it when gas prices go up during the summer driving season. Hotel prices rise when they expect lots of travelers and, of course, concert tickets go up in price when lots of people want to attend. It is known as surge pricing — the hiking of prices when demand is the greatest. We have gotten used to it in these categories, but hamburgers? Wendy’s recently announced plans to adopt surge pricing, raising prices when demand is greatest, like over the lunch hour, and possibly dropping prices when times are slow. They did an about face and dropped the plan over consumer backlash but a number of other restaurants are embracing the surge pricing plan. It can be a revenue boost that helps keep them afloat. I understand if I want to go to New Orleans during Mardi-Gras it will cost more than during an off-peak time, and I know I would have to pay a pretty penny to see a Taylor Swift concert. But a burger? I’m not interested in paying more when I’m hungry, like at lunchtime, when the drive-thru is busy. No thanks. I think I’ll stay home and make myself a PB&J.