Five Guys isn't in the same category as other fast food chains at all IMHO.
Five Guys provides a different quality of food at a much higher price than McD's, Burger King, In N Out, etc. If the taste/quality is even close between Five Guys and the others listed, no one should ever consider going to Five Guys it'd be overpriced.
Wendy's is in the 'lower cost fast food' category, not the 'over the counter burger' category.
What I think they meant to have rollout is to potentially raise their prices across the board and then offer discounts at off-peak times.
Functionally it's the exact same thing as what leaked but is way easier to sell as value added to potential customers.