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"To clarify, Wendy's will not implement surge pricing, which is the practice of raising prices when demand is highest," Wendy's Vice President Heidi Schauer said in an email to NPR.

Wendy's didn't provide many additional details, but it said in a separate statement that the digital menus could allow the company to offer discounts to customers during slower times of day.

Rob Shumsky, a professor at the Tuck School of Business at Dartmouth, suggested it could actually mean lower prices for Wendy's patrons.

"They talked about, for example, getting more breakfast customers in," Shumsky said. "They might actually reduce breakfast prices at certain times in order to encourage people to come during what they currently have as relatively low-demand periods."