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What most companies are doing (and why it's wrong)

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Most restaurant chains today operate with static pricing — the same menu prices 24/7, 365 days a year, regardless of customer traffic, demand peaks, seasonality, or external factors.

This is a legacy retail model that leaves massive money on the table during peak periods and discourages traffic during slow periods.

Meanwhile, industries like airlines, hotels, and ride-sharing have shown that dynamic pricing can drastically improve profitability without hurting customer loyalty when done transparently.

F&B chains that fail to leverage dynamic pricing are locked into suboptimal revenue per hour realities — regardless of outlet traffic.

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What it means for their business (worst-case scenario)

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In the worst case:

• Peak times are under-monetized — customers are willing to pay more, but prices stay the same
• Off-peak times remain empty — no incentive pricing to attract customers during slower periods
• Profit per customer is capped, even when demand is highest
• Promotional offers are static, missing the chance to flex dynamically based on outlet-specific conditions

Chains operating this way sacrifice 12–18% potential revenue during prime business hours.