Planet Money

Dynamic pricing is an increasingly common phenomenon: You can see it when Uber prices surge during rainy weather, or when you're booking a flight at the last minute or buying tickets to your favorite superstar's concert. On an earnings call last week, Wendy's ignited a minor controversy by suggesting it would introduce dynamic pricing in its restaurants, but the company quickly clarified that it wasn't planning on using it for "surge pricing."One place you hardly ever see dynamic pricing? American supermarkets. Why is that? Why shouldn't the prices for meat or bread or produce go down as they get older? Why does all the milk in the store cost the same, even when the "sell by" dates are weeks apart? Wouldn't a little more flexibility around prices be better for customers and help reduce waste?Professors Robert Evan Sanders and Ioannis (Yannis) Stamatopoulus had similar questions. So they set out to discover what was keeping supermarkets from employing a more dynamic approach, and what might convince them it wa