Inflation outrage: Even as prices stabilize, Walmart, Chipotle and others feel the heat from skeptical customers

Inflation may be cooling, but consumers' outrage over higher prices is running hot.

TikTok users blasted Walmart for rolling out digital shelf labels that allow it to quickly raise and lower prices. Wendy's backpedaled after its CEO suggested the burger chain may start using dynamic pricing, the practice of raising and lowering prices based on demand. And at some Chipotle locations, customers filmed workers to try to make sure they didn't skimp on their burrito bowls.

The three joined a growing list of consumer brands contending with customers' deep frustration over high prices — and wariness that prices will only rise more. Many retailers, restaurants and other consumer companies have seen sales fall as shoppers pull back their spending. Businesses are now trying to convince customers that they offer the best deals, fueling a rise in discounts, promotions and value meals.

Consumers are fed up with deceptive pricing, said Jean-Pierre Dubé, a professor of marketing at the University of Chicago Booth School of Business. They've seen smaller items on shelves, paid tacked-on fees and felt pressure to tip workers for things they didn't tip for in the past.

"We're reaching a boiling point on this," he said.

The companies stocking grocery aisles contend consumer perception is skewed. Grocery prices have risen just 1% in the past year, according to data from the U.S. Bureau of Labor Statistics. But food at home prices have climbed more than 24% since May 2019, stretching consumers' wallets and stoking anger with companies.

Consumers' buying power has also increased as inflation cools and the job market remains strong, boosting real hourly earnings for the average private sector worker, according to the BLS data.

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