I am all in favor for letting supply and demand set prices, which is what this is attempting to do. If they do it correctly, I think it could be successful. If they implement it in such a way that their current prices are base prices and they only go up at high traffic times I think there will be a fair amount of backlash.

I also think fast food chains are decent substitutes. Even if you like Wendy's the most, is it 2 or 3 times better than mcdonalds or BK? At certain price levels people will also start to compare the food to sit down restaurants. Should I go to Wendy's or call in a pick up order from my favorite burger spot?