Case Study: A Fast-Food Company Considers Dynamic Pricing

Marcus Patel felt a mixture of pride and unease as he stood at the head of the conference table, waiting for his leadership team to gather. Two years ago he’d been recruited from Silicon Valley to lead an ambitious digital transformation at Burger & Bites. Under his watch, the once-traditional fast-food chain had launched updatable menu screens in all restaurants and a sophisticated mobile app. But today, technology was not his primary concern. Instead, Marcus found himself grappling with something neither his training nor his experience had prepared him for: an unexpected and volatile inflation crisis.