Surge Pricing in Aisle Five?
When Uber started its surge pricing policy in late 2011, outrage quickly ensued. Horror stories emerged about rides on New Year’s Eve or during snowstorms costing multiple times the standard rate—in one case, 50 times the regular fare. So when U.S. grocery retailers like Walmart and Kroger announced in 2024 that they would start using electronic shelf labels (or digital price labels) in their stores, it naturally raised alarm bells…

