A method of updating prices, includes automatically and continually adjusting prices of goods and services provided by a company through local outlets located across a geographic area, including activating trigger sources, the trigger sources including static and dynamic causes, inputting additional parameters, the parameters including a competitor's name, location, price of an item, a time and date, and an observed popularity of an item, storing the additional parameters in a historical database, making dynamic decisions for adjusting the prices across the local outlets based on the trigger sources and the additional parameters, the making dynamic decisions being based on the trigger sources, the additional parameters, and company selected criteria, which includes revenue targets, market conditions, market forecasts, and historical data, automatically adjusting a price of goods and services provided by the company.