The article discusses the concept of dynamic pricing, where companies adjust prices based on various factors such as location, time of day, and customer demand. Wendy’s is experimenting with a variable pricing model, charging different prices for the same items at different locations. This approach aims to maximize profits by charging higher prices in areas where customers are willing to pay more. Walmart is also considering adjusting prices based on the cost of living in different regions, potentially charging more in areas with a higher cost of living. The article explores the potential benefits and drawbacks of dynamic pricing, including concerns about fairness and transparency. It also examines the role of technology and data analytics in enabling these pricing strategies. The key takeaway is that dynamic pricing is becoming more prevalent, driven by companies’ desire to optimize profits and respond to market conditions, but it raises ethical and practical considerations that need to be addressed.