{"id":9507,"date":"2024-04-06T00:35:32","date_gmt":"2024-04-06T00:35:32","guid":{"rendered":"https:\/\/www.getcraver.com\/dynamic-pricing-in-restaurants\/"},"modified":"2025-11-26T12:53:17","modified_gmt":"2025-11-26T19:53:17","slug":"dynamic-pricing-in-restaurants","status":"publish","type":"post","link":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/","title":{"rendered":"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?"},"content":{"rendered":"\n<p>Have you ever booked a flight <em>months <\/em>in advance to lock in a discount?&nbsp;<\/p>\n\n\n\n<p>Paid more for a hotel because you were traveling on a long weekend?<\/p>\n\n\n\n<p>Had breakfast at 7 AM to get the cheap-as-chips Early Bird special?<\/p>\n\n\n\n<p>If you answered \u201cyes\u201d to any of those questions\u2026<\/p>\n\n\n\n<p>Then you\u2019re already more familiar with dynamic pricing than you might realize!&nbsp;<\/p>\n\n\n\n<p>Dynamic pricing in restaurants has been a hot topic for the past couple of years, dominating industry discourse with questions about what it is, how to do it, and how to do it <em>right.<\/em>&nbsp;<\/p>\n\n\n\n<p>Throughout this two-part blog series, we\u2019ll be diving into the nuanced topic of dynamic pricing in restaurants, starting today by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Defining dynamic pricing &amp; highlighting common strategies&nbsp;<\/li>\n\n\n\n<li>Comparing the pros and cons of dynamic pricing in restaurants<\/li>\n\n\n\n<li>Looking at a successful (and <em>less <\/em>successful) example of dynamic pricing in restaurants<\/li>\n<\/ul>\n\n\n\n<p>So, without further ado\u2026 let\u2019s get <em>dynamic<\/em>, shall we?&nbsp;<\/p>\n\n\n\n<p><em>(Sorry \u2014 feel free to boo.)<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is Dynamic Pricing?&nbsp;<\/h2>\n\n\n\n<p>Dynamic pricing is a strategy where businesses increase or decrease their prices based on factors like customer interest and market demand.<\/p>\n\n\n\n<p>At least that\u2019s what it means as an umbrella term.&nbsp;<\/p>\n\n\n\n<p>We can get <em>much <\/em>more specific with the definition of dynamic pricing once we break the term down into different strategy types.<\/p>\n\n\n\n<p><em>(Which \u2013 spoiler alert \u2013 we\u2019re about to do.)&nbsp;<\/em><\/p>\n\n\n\n<p>Here are three commonly used dynamic pricing strategies with examples you\u2019re probably familiar with (even if you don\u2019t know it yet).&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Surge\/Demand Pricing&nbsp;<\/h3>\n\n\n\n<p>Surge pricing is a dynamic pricing strategy that suggests price changes during peak hours or time frames with high customer demand.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Uber-surge-pricing.png\" alt=\"Uber surge pricing on app. \"\/><\/figure>\n\n\n\n<p><strong>Example: Ride Services<\/strong><\/p>\n\n\n\n<p>At the end of a massive sports game, you <em>know<\/em> the roads will be busy\u2026 and so do the ride services you want to use to get home. To accommodate the abnormally high demand for rides \u2013 with the same number of available drivers \u2013 ride-hailing businesses (<a href=\"https:\/\/www.uber.com\/ca\/en\/drive\/driver-app\/how-surge-works\/\" rel=\"noopener\" target=\"_blank\"><span>like Uber<\/span><\/a>) will increase their prices to reflect that demand.<\/p>\n\n\n\n<p>(<a href=\"https:\/\/www.nrn.com\/quick-service\/wendy-s-expects-test-dynamic-pricing-and-daypart-offers-2025\" rel=\"noopener\" target=\"_blank\"><span>Back in February<\/span><\/a>, Wendy\u2019s announced they\u2019d be trying surge pricing in 2025\u2026 but we\u2019ll get to that in a bit.)&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Value-Based Pricing&nbsp;<\/h3>\n\n\n\n<p>Value-based pricing is a dynamic pricing strategy that suggests price changes based on perceived value (and often scarcity).&nbsp;<\/p>\n\n\n\n<p><strong>Example: Concert Snacks<\/strong><\/p>\n\n\n\n<p>If you\u2019ve ever been to a concert, you know a bottle of water costs $10 at the venue, even though the <em>same <\/em>water bottle is $3 anywhere else. But, because you can\u2019t BYOW to a concert \u2013 and you\u2019ll probably be thirsty at some point, right? \u2014 that bottle of water has suddenly increased in value. By about $7, to be exact.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Time-Based\/Peak Pricing&nbsp;<\/h3>\n\n\n\n<p>Time-based pricing is a dynamic pricing strategy that suggests price changes based on specific days\/weeks\/months\/times.&nbsp;<\/p>\n\n\n\n<p><strong>Example: Flights&nbsp;<\/strong><\/p>\n\n\n\n<p>While the average airplane has ~500 seats, there\u2019s a high likelihood that more than 500 people want to get on that same plane sometime in December. Whether you\u2019re heading home for the holidays or going on vacation, December is a peak time for airline purchases\u2026 and that\u2019s why prices are more expensive then, too.&nbsp;<\/p>\n\n\n\n<div class=\"separators-custom-box  \"  style='background-color: #fff8f1;'>\n\n\t\n\n\t\t\t\t\t<div class=\"cta_title\" \n\t\t\tstyle='color:#000000;'\t\t\t>Does pricing affect your brand? Learn more in our Restaurant Marketing Guide.\u00a0<\/div>\n\t\t\n        \n\t\t\t\t\t<a href=\"#Form\"\n\t\t\t\t \t\t\t\tstyle=\"background-image: linear-gradient(to left, rgb(217,58,1), rgb(239,100,16));\"\n\t\t\t\tclass=\"\"\n\t\t\t>\n\t\t\t<span class=\"\" \n\t\t\tstyle='color:#ffffff;'\t\t\t>\n\t\t\t\tDownload Now\t\t\t<\/span>\n\t\t\t<\/a>\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What Dynamic Pricing is <em>Not<\/em><\/h2>\n\n\n\n<p>Now that we\u2019ve talked about what dynamic pricing <em>is<\/em>\u2026 we need to talk about what it\u2019s <em>not, <\/em>too.&nbsp;<\/p>\n\n\n\n<p>Because, despite what <a href=\"https:\/\/www.capterra.com\/resources\/dynamic-pricing-for-restaurants\/\" rel=\"noopener\" target=\"_blank\"><span>50% of consumers think<\/span><\/a><em>, dynamic pricing is not price gouging.&nbsp;<\/em><\/p>\n\n\n\n<p>Price gouging is when a business raises its prices to \u201c<a href=\"https:\/\/online.hbs.edu\/blog\/post\/supply-and-demand-or-price-gouging-an-ongoing-debate\" rel=\"noopener\" target=\"_blank\"><span>unfair levels<\/span><\/a>\u201d without cause.&nbsp;<\/p>\n\n\n\n<p>Unlike dynamic pricing, price gouging is not guided by customer demand, market trends, peak hours, or any other data-driven influence \u2014 it\u2019s a raise in price <em>just because.&nbsp;<\/em><\/p>\n\n\n\n<p>And that \u201cjust because\u201d has gotten a lot of businesses and individuals in trouble. In 2020, <a href=\"https:\/\/ag.ny.gov\/press-release\/2020\/attorney-general-james-stops-three-amazon-sellers-price-gouging-hand-sanitizer\" rel=\"noopener\" target=\"_blank\"><span>three people were fined<\/span><\/a> for selling price-gouged hand sanitizer on Amazon, with each individual forking over $52K in penalties and $23K in consumer restitution.&nbsp;<\/p>\n\n\n\n<p>So, while price gouging might not be illegal (yet), it\u2019s definitely unethical and exploitative.&nbsp;<\/p>\n\n\n\n<p>And it\u2019s <em>definitely <\/em>different from dynamic pricing, too.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Pros and Cons of Dynamic Pricing in Restaurants<\/h2>\n\n\n\n<p>From different strategies to consider and misconceptions about price gouging, there\u2019s a lot to digest when you\u2019re just starting to consider dynamic pricing for your restaurant.<\/p>\n\n\n\n<p>But don\u2019t worry.&nbsp;<\/p>\n\n\n\n<p>We\u2019ve made a good old-fashioned pros and cons list to help.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pros of Dynamic Pricing&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dynamic pricing can lead to an increase in revenue (especially during slow periods)<\/li>\n\n\n\n<li>Dynamic pricing can give you more control over setting\/adjusting prices<\/li>\n\n\n\n<li>Dynamic pricing is already understood\/accepted in other industries and sectors<\/li>\n\n\n\n<li>Dynamic pricing trends (i.e. demand, interest) can help you better understand:\n<ul class=\"wp-block-list\">\n<li>Your industry\/the market&nbsp;<\/li>\n\n\n\n<li>Your audience<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Cons of Dynamic Pricing&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dynamic pricing can turn off both existing and new customers&nbsp;<\/li>\n\n\n\n<li>Dynamic pricing is often associated with price gouging\/exploitation&nbsp;<\/li>\n\n\n\n<li>Dynamic pricing can be seen as unfair to lower-income\/budget-restricted customers<\/li>\n\n\n\n<li>Dynamic pricing can make buying food\/meals feel like a discretionary spend<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Can Dynamic Pricing Work in Restaurants?&nbsp;<\/h2>\n\n\n\n<p>The most frustrating answer in marketing has to be \u201cit depends.\u201d<\/p>\n\n\n\n<p>But, whether or not dynamic pricing can work in restaurants truly <em>does<\/em> depend on factors like:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Why dynamic pricing is being implemented<\/li>\n\n\n\n<li>How the shift to dynamic pricing is being handled<\/li>\n\n\n\n<li>What kind of dynamic pricing is being implemented&nbsp;<\/li>\n\n\n\n<li>How dynamic pricing is being explained to customers<\/li>\n<\/ul>\n\n\n\n<p>So, bearing those factors in mind, here are 2 examples of dynamic pricing in restaurants, one example done well, and one example done\u2026 not so well.&nbsp;<\/p>\n\n\n\n<div class=\"separators-custom-box  \"  style='background-color: #fff8f1;'>\n\n\t\n\n\t\t\t\t\t<div class=\"cta_title\" \n\t\t\tstyle='color:#000000;'\t\t\t>Our Restaurant Marketing Guide asks you key questions to start your marketing strategy.\u00a0<\/div>\n\t\t\n        \n\t\t\t\t\t<a href=\"#Form\"\n\t\t\t\t \t\t\t\tstyle=\"background-image: linear-gradient(to left, rgb(217,58,1), rgb(239,100,16));\"\n\t\t\t\tclass=\"\"\n\t\t\t>\n\t\t\t<span class=\"\" \n\t\t\tstyle='color:#ffffff;'\t\t\t>\n\t\t\t\tDownload Now\t\t\t<\/span>\n\t\t\t<\/a>\n\t\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Dynamic Pricing in Restaurants Done Well<\/h3>\n\n\n\n<p>At the top of almost <em>every <\/em>\u201cbest happy hour\u201d list is a shiny, red apple, because Applebee\u2019s has been winning the dynamic pricing game for <em>years.&nbsp;<\/em><\/p>\n\n\n\n<p>While most people probably don\u2019t <em>think <\/em>of happy hour as dynamic pricing (see: conflation with price gouging), it\u2019s a stellar example of surge pricing done right.&nbsp;<\/p>\n\n\n\n<p>During Applebee\u2019s twice-daily happy hours, certain appetizers are 50% off with discounted drinks, too, so you can indulge in mozza sticks and margs until the cows come home (or at least until closing time).&nbsp;<\/p>\n\n\n\n<p>With 50% off food and the return of the Dollarita (which customers <a href=\"https:\/\/www.today.com\/food\/news\/applebees-dollarita-returns-rcna118096\" rel=\"noopener\" target=\"_blank\"><span>literally <\/span><em><span>begged<\/span><\/em><span> for,<\/span><\/a> by the way) it\u2019s not surprising that Applebee\u2019s happy hours have become such a cult classic.<\/p>\n\n\n\n<p>What\u2019s <em>more<\/em> surprising \u2014 and maybe a little counterintuitive \u2014 is that Applebee\u2019s highly-discounted, twice-a-day happy hours are good for the business&#8217;s bottom line, too.&nbsp;<\/p>\n\n\n\n<p>In Q1 2017, Applebee\u2019s then-CMO John Cywinski decided to shift the brand\u2019s focus, better prioritizing \u201c<a href=\"https:\/\/www.fulltiltmarketing.net\/2018\/11\/15\/why-applebees-is-winning-by-leaving-behind-hip-and-trendy\/\" rel=\"noopener\" target=\"_blank\"><span>affordable and approachable food<\/span><\/a>.\u201d So, discounted meals and $1 to $3 drink specials (like the Dollarita) were introduced throughout that year, leading the chain to a <a href=\"https:\/\/www.fulltiltmarketing.net\/2018\/11\/15\/why-applebees-is-winning-by-leaving-behind-hip-and-trendy\/\" rel=\"noopener\" target=\"_blank\"><span>7.7% increase in sales<\/span><\/a> by Q3 2018.&nbsp;<\/p>\n\n\n\n<p>Since then, Applebee\u2019s has continued to expand their approach to dynamic pricing, exploring new time-based offers at the start of 2023.&nbsp;<\/p>\n\n\n\n<p>From reintroducing <a href=\"https:\/\/www.applebees.com\/en\/news\/2023\/applebees-rings-in-the-new-year-with-the-return-of-its-all-you-can-eat\" rel=\"noopener\" target=\"_blank\"><span>all-you-can-eat wings <\/span><\/a>to creating exclusive <a href=\"https:\/\/www.applebees.com\/en\/news\/2023\/applebees-introduces-new-holiday-combos\" rel=\"noopener\" target=\"_blank\"><span>holiday combos<\/span><\/a>, Applebee\u2019s gave 110% to new, limited-time offers\u2026 and it\u2019s been paying off. The chain\u2019s limited-time offers accounted for <a href=\"https:\/\/www.nrn.com\/franchising\/applebee-s-creating-new-prototype-get-back-growth\" rel=\"noopener\" target=\"_blank\"><span>19% of their total transactions<\/span><\/a> in Q4 2023.<\/p>\n\n\n\n<p>So, what\u2019s on the horizon for Applebee\u2019s?<\/p>\n\n\n\n<p>Well, considering their just-announced, limited-time <a href=\"https:\/\/www.nrn.com\/top-500-restaurants\/applebee-s-puts-its-boneless-wings-test-new-50-cent-promotion\" rel=\"noopener\" target=\"_blank\"><span>wing promotion<\/span><\/a>&#8230; we\u2019d guess more dynamic pricing success, probably.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Applebees-happpy-hour.png\" alt=\"Applebee's happy hour promotion and shopfront\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Dynamic Pricing in Restaurants Done <em>Not So Well<\/em><\/h3>\n\n\n\n<p>As promised in the surge pricing section, our \u201cdone not so well\u201d example is Wendy\u2019s.&nbsp;<\/p>\n\n\n\n<p>On February 15 of this year, the square-burger brand hosted its 2023 Q4 earnings call, where newly appointed CEO and President Kirk Tanner shared that Wendy\u2019s digital sales were booming.&nbsp;<\/p>\n\n\n\n<p>\u201cWe\u2026 expect global digital sales will reach over $2 billion in 2024, a full year earlier than planned,\u201d <a href=\"https:\/\/www.fool.com\/earnings\/call-transcripts\/2024\/02\/15\/wendys-wen-q4-2023-earnings-call-transcript\/\" rel=\"noopener\" target=\"_blank\"><span>said Tanner<\/span><\/a>. \u201cWe are always focused on improving the customer and crew experience, and in that spirit, we are leveraging technology in our restaurants even more.\u201d<\/p>\n\n\n\n<p>By \u201cleveraging technology,\u201d Tanner was <em>probably<\/em> referring to the brand\u2019s 2-year, $20M digital menu rehaul\u2026 but he dropped the dynamic pricing bomb, instead.&nbsp;&nbsp;<\/p>\n\n\n\n<p>\u201cBeginning as early as 2025, we will begin testing more enhanced features like dynamic pricing and day-part offerings along with AI-enabled menu changes and suggestive selling.\u201d<\/p>\n\n\n\n<p>In the weeks following Tanner\u2019s dynamic pricing announcement, consumers<a href=\"https:\/\/www.dispatch.com\/story\/news\/2024\/02\/27\/wendys-dynamic-pricing-surge-pricing-reaction-x-twitter-social-media\/72756667007\/\" rel=\"noopener\" target=\"_blank\"><span> took to social media<\/span><\/a>, with phrases like \u201ccorporate greed\u201d coming up more than once.&nbsp;<\/p>\n\n\n\n<p>On February 27 \u2014 not even 2 full weeks after the announcement went live \u2014 Wendy\u2019s <a href=\"https:\/\/www.wendys.com\/blog\/wendys-digital-news-update\" rel=\"noopener\" target=\"_blank\"><span>made a statement<\/span><\/a> rescinding their plan to implement dynamic pricing.&nbsp;<\/p>\n\n\n\n<p>\u201cEarlier this month we issued our fourth quarter and full year 2023 earnings results and included an update on investments we are making in our digital business. One initiative is digital menuboards, which\u2026 [will] give us more flexibility to change the display of featured items. This was misconstrued in some media reports as an intent to raise prices when demand is highest at our restaurants. We have no plans to do that and would not raise prices when our customers are visiting us most.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Wrap Up&nbsp;<\/h2>\n\n\n\n<p>Dynamic pricing in restaurants can be a complicated subject \u2014especially considering the air of distrust a certain pigtailed redhead has recently left behind \u2014 but it doesn\u2019t <em>have <\/em>to be.&nbsp;<\/p>\n\n\n\n<p>With Craver, dynamic pricing becomes simpler, more effective, and more rewarding for you <em>and<\/em> your customers. Whether you\u2019re following Applebee\u2019s lead with half-price happy hours or leveraging off-peak periods with exclusive promos, <a href=\"\/book-your-demo\" rel=\"noopener\">Craver\u2019s platform<\/a> makes dynamic pricing seamless <em>(and social media troll-free). <\/em><\/p>\n\n\n\n<p><em><br><\/em>Don&#8217;t forget, <a href=\"\/blog\/how-to-implement-dynamic-pricing\" target=\"_blank\" rel=\"noopener\">part 2 of our series<\/a> teaches you how to implement dynamic pricing.<\/p>\n\n\n<div class=\"m-form \"  style='--columns-ratio: 50%;'>\n\n\t\t<a id=\"Form\"><\/a>\n\t\n\t    \n    <div class=\"m-form__container container\" style=\"\">\n\n        <div class=\"l-form l-form-v3 order-default\">\n\n            <div class=\"l-form__col l-form__form\">\n\t\t        \n\n\t<div class=\"c-form\">\n\t\t<div class=\"c-form__embed\">\n\t\t\t                <div id=\"hubspot-form-1\" class=\"c-contact hubspot-form\">\n                    <script>\n                        document.addEventListener(\"DOMContentLoaded\", function() {\n                            if (typeof hbspt !== 'undefined' && hbspt.forms) {\n\n                                hbspt.forms.create({\n                                    portalId: \"4732366\", \/\/ this is your portal id\n                                    formId: \"22505271-5488-4682-856a-398d691d41e3\", \/\/ this is the form id\n                                    target: \"#hubspot-form-1\",\n                                    css: \"\",\n                                    cssClass: \"single-resources-form\",\n                                });\n\n                            } else {\n                                console.error(\"HubSpot script not loaded.\");\n                            }\n                        });\n                    <\/script>\n                    <script type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script>\r\n<script>\r\n  hbspt.forms.create({\r\n    portalId: \"4732366\",\r\n    formId: \"22505271-5488-4682-856a-398d691d41e3\",\r\n    region: \"na1\"\r\n  });\r\n<\/script>                <\/div>\n                \t\t<\/div>\n\t<\/div>\n            <\/div>\n\n        <\/div>\n\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Have you ever booked a flight months in advance to lock in a discount?&nbsp; Paid more for a hotel because you were traveling on a long weekend? Had breakfast at 7 AM to get the cheap-as-chips Early Bird special? If you answered \u201cyes\u201d to any of those questions\u2026 Then you\u2019re already more familiar with dynamic&#8230;<\/p>\n","protected":false},"author":16,"featured_media":9511,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[98],"tags":[13,20],"class_list":["post-9507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?<\/title>\n<meta name=\"description\" content=\"Wendy&#039;s recent dynamic pricing debacle has stirred up a debate about whether dynamic pricing could work in the restaurant world. So, let&#039;s break it down.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?\" \/>\n<meta property=\"og:description\" content=\"Wendy&#039;s recent dynamic pricing debacle has stirred up a debate about whether dynamic pricing could work in the restaurant world. So, let&#039;s break it down.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/\" \/>\n<meta property=\"og:site_name\" content=\"Craver | Online Ordering Systems for Coffee Shops\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/craverapp\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-06T00:35:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-26T19:53:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1640\" \/>\n\t<meta property=\"og:image:height\" content=\"924\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Melissa Mertsis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@craver_app_\" \/>\n<meta name=\"twitter:site\" content=\"@craver_app_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Melissa Mertsis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/\"},\"author\":{\"name\":\"Melissa Mertsis\",\"@id\":\"https:\/\/www.getcraver.com\/#\/schema\/person\/438c202bb4adb066914cdd36c21d767d\"},\"headline\":\"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?\",\"datePublished\":\"2024-04-06T00:35:32+00:00\",\"dateModified\":\"2025-11-26T19:53:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/\"},\"wordCount\":1607,\"publisher\":{\"@id\":\"https:\/\/www.getcraver.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png\",\"keywords\":[\"Most Popular\",\"Tech News &amp; Trends\"],\"articleSection\":[\"Blog Post\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/\",\"url\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/\",\"name\":\"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?\",\"isPartOf\":{\"@id\":\"https:\/\/www.getcraver.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png\",\"datePublished\":\"2024-04-06T00:35:32+00:00\",\"dateModified\":\"2025-11-26T19:53:17+00:00\",\"description\":\"Wendy's recent dynamic pricing debacle has stirred up a debate about whether dynamic pricing could work in the restaurant world. So, let's break it down.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#primaryimage\",\"url\":\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png\",\"contentUrl\":\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png\",\"width\":1640,\"height\":924,\"caption\":\"Wendy's\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.getcraver.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.getcraver.com\/#website\",\"url\":\"https:\/\/www.getcraver.com\/\",\"name\":\"Craver Mobile App for Restaurants and Cafes\",\"description\":\"Coffee shop online ordering and loyalty.\",\"publisher\":{\"@id\":\"https:\/\/www.getcraver.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.getcraver.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.getcraver.com\/#organization\",\"name\":\"Craver Mobile App for Restaurants and Cafes\",\"url\":\"https:\/\/www.getcraver.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.getcraver.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/05\/Craver_Logo_colour_horizontal-1.png\",\"contentUrl\":\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/05\/Craver_Logo_colour_horizontal-1.png\",\"width\":395,\"height\":91,\"caption\":\"Craver Mobile App for Restaurants and Cafes\"},\"image\":{\"@id\":\"https:\/\/www.getcraver.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/craverapp\/\",\"https:\/\/x.com\/craver_app_\",\"https:\/\/www.instagram.com\/craver_app\/\",\"https:\/\/www.youtube.com\/channel\/UCvlOMuf9MN3mnS5iy6sPRyA\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.getcraver.com\/#\/schema\/person\/438c202bb4adb066914cdd36c21d767d\",\"name\":\"Melissa Mertsis\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.getcraver.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/7e9984f91623007cf250a319fad6f22af856f2c9fcccb7c11289891391e43dea?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/7e9984f91623007cf250a319fad6f22af856f2c9fcccb7c11289891391e43dea?s=96&d=mm&r=g\",\"caption\":\"Melissa Mertsis\"},\"description\":\"Melissa is a freelance writer for Craver.\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?","description":"Wendy's recent dynamic pricing debacle has stirred up a debate about whether dynamic pricing could work in the restaurant world. So, let's break it down.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/","og_locale":"en_US","og_type":"article","og_title":"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?","og_description":"Wendy's recent dynamic pricing debacle has stirred up a debate about whether dynamic pricing could work in the restaurant world. So, let's break it down.","og_url":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/","og_site_name":"Craver | Online Ordering Systems for Coffee Shops","article_publisher":"https:\/\/www.facebook.com\/craverapp\/","article_published_time":"2024-04-06T00:35:32+00:00","article_modified_time":"2025-11-26T19:53:17+00:00","og_image":[{"width":1640,"height":924,"url":"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png","type":"image\/png"}],"author":"Melissa Mertsis","twitter_card":"summary_large_image","twitter_creator":"@craver_app_","twitter_site":"@craver_app_","twitter_misc":{"Written by":"Melissa Mertsis","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#article","isPartOf":{"@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/"},"author":{"name":"Melissa Mertsis","@id":"https:\/\/www.getcraver.com\/#\/schema\/person\/438c202bb4adb066914cdd36c21d767d"},"headline":"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?","datePublished":"2024-04-06T00:35:32+00:00","dateModified":"2025-11-26T19:53:17+00:00","mainEntityOfPage":{"@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/"},"wordCount":1607,"publisher":{"@id":"https:\/\/www.getcraver.com\/#organization"},"image":{"@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#primaryimage"},"thumbnailUrl":"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png","keywords":["Most Popular","Tech News &amp; Trends"],"articleSection":["Blog Post"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/","url":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/","name":"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?","isPartOf":{"@id":"https:\/\/www.getcraver.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#primaryimage"},"image":{"@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#primaryimage"},"thumbnailUrl":"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png","datePublished":"2024-04-06T00:35:32+00:00","dateModified":"2025-11-26T19:53:17+00:00","description":"Wendy's recent dynamic pricing debacle has stirred up a debate about whether dynamic pricing could work in the restaurant world. So, let's break it down.","breadcrumb":{"@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#primaryimage","url":"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png","contentUrl":"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/06\/Wendys-1.png","width":1640,"height":924,"caption":"Wendy's"},{"@type":"BreadcrumbList","@id":"https:\/\/www.getcraver.com\/blog\/dynamic-pricing-in-restaurants\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.getcraver.com\/"},{"@type":"ListItem","position":2,"name":"Dynamic Pricing in Restaurants: A Genius Idea or Recipe for Disaster?"}]},{"@type":"WebSite","@id":"https:\/\/www.getcraver.com\/#website","url":"https:\/\/www.getcraver.com\/","name":"Craver Mobile App for Restaurants and Cafes","description":"Coffee shop online ordering and loyalty.","publisher":{"@id":"https:\/\/www.getcraver.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.getcraver.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.getcraver.com\/#organization","name":"Craver Mobile App for Restaurants and Cafes","url":"https:\/\/www.getcraver.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.getcraver.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/05\/Craver_Logo_colour_horizontal-1.png","contentUrl":"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/05\/Craver_Logo_colour_horizontal-1.png","width":395,"height":91,"caption":"Craver Mobile App for Restaurants and Cafes"},"image":{"@id":"https:\/\/www.getcraver.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/craverapp\/","https:\/\/x.com\/craver_app_","https:\/\/www.instagram.com\/craver_app\/","https:\/\/www.youtube.com\/channel\/UCvlOMuf9MN3mnS5iy6sPRyA"]},{"@type":"Person","@id":"https:\/\/www.getcraver.com\/#\/schema\/person\/438c202bb4adb066914cdd36c21d767d","name":"Melissa Mertsis","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.getcraver.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/7e9984f91623007cf250a319fad6f22af856f2c9fcccb7c11289891391e43dea?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/7e9984f91623007cf250a319fad6f22af856f2c9fcccb7c11289891391e43dea?s=96&d=mm&r=g","caption":"Melissa Mertsis"},"description":"Melissa is a freelance writer for Craver."}]}},"_links":{"self":[{"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/posts\/9507","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/comments?post=9507"}],"version-history":[{"count":8,"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/posts\/9507\/revisions"}],"predecessor-version":[{"id":14312,"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/posts\/9507\/revisions\/14312"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/media\/9511"}],"wp:attachment":[{"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/media?parent=9507"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/categories?post=9507"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.getcraver.com\/wp-json\/wp\/v2\/tags?post=9507"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}