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Where Is Surge Pricing Headed?

Modern Restaurant Management

"Restaurants thinking about implementing surge pricing need to balance the revenue upside with the potential brand backlash," says Savneet Singh, CEO of PAR Technology. "While ’" Is it possible for restaurants to have the best of both worlds and maximize revenue and still capture customer loyalty? Yes, and yes!

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Diners Have Negative Reaction to Surge and Dynamic Pricing

Modern Restaurant Management

Eighty-one percent of diners said they would either stop going to a restaurant altogether or alter their dining hours to avoid prices surging during peak hours and 64 percent said they have a negative reaction to restaurants using surge and dynamic pricing, according to a HungerRush’s National Restaurant Price Surging Survey.

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Keeping Up with Diners’ Expectations Amid Rising Prices

Modern Restaurant Management

With digital and frictionless experiences at the forefront, diners are seeking their favorite restaurants in new, more affordable ways. Some brands’ apps even track mobile-order customers’ location to help ensure their food is fresh, whether it’s a burger or a salad.

Pricing 190
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Great Expectations as Customers Show Increased Appetite for Swift Service and Customization

Modern Restaurant Management

Globally, restaurants saw a notable shift in customer expectations and behavior during this time. As a result, restaurants had to quickly adapt by offering takeout and delivery options to cater to their customers' changing needs. In addition, many restaurants are now using digital menus in-house.

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THE LINE IN THE SAND WITH RESTAURANT PRICING

Culinary Cues

We deal with highly perishable goods, unpredictable customer behavior, swinging door staffing, and constantly escalating cost of goods. Restaurants get hit from all angles so when there is a chance to push the envelope on pricing – many do. How do we continue to market wines at $20 a glass or cocktails in the same price category?

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What Do Guests Think About Dynamic Pricing?

Modern Restaurant Management

Dynamic pricing would add friction to the guest experience, according to Capterra’s 2023 Dynamic Pricing in Restaurants. Sixty-five percent of consumers say dynamic pricing would make the decision of where and when to eat more difficult; 63 percent say it would make it harder to budget their restaurant spending.

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THE INTER-DEPENDANCE OF BUSINESS AND COMMUNITY RESTAURANTS

Culinary Cues

The stores were empty, and restaurant service staff were staring out windows from the vantage of unfilled seats. One of the most difficult tasks that any restaurateur or chef faces is convincing a customer to walk through the door for the first or twentieth time.