- Posted by admin
- On August 26, 2017
A top London restaurant is taking a page from the travel industry, and others are watching the experiment closely.
Like eating out on Mondays? You are in luck.
The new pricing model means that if you fancy lobster macaroni & cheese, you may pay £20.50 ($27.70) off peak instead of the usual £26.50. Go for Russian Oscietra caviar and 20 grams could set you back £36 instead of £49.
Other restaurants are watching closely and may follow suit.
“We have talked about this a lot of times over the past 20 years, thinking why aren’t we like airlines or hotels?” said Des Gunewardena, chairman and chief executive of D&D London, which owns about 40 restaurants worldwide and plans to open Bluebird at the Time Warner Center in New York later this year. “We’ve never done it because we have worried our customers might think it is a bit gimmicky.
“It will be interesting to see what their experience is. We might give it a go.”
“To stay competitive, we need to be able to serve people a fantastic lunch without charging ridiculous prices,” Shutov said. “And one of the ways of doing that is ensuring a more even occupancy throughout the week so that we are not subsidizing our Monday lunch with a Saturday dinner.”
“It’s what we learn in economics 101, it calls for price differentiation. I do realize it’s a bit of a brave decision because any departure from the standard model involves risk. But I am not really worried. We are not changing the menu. We are not trying to entice customers with anything from what they know and love. We are just saying that on certain days it will cost less.”
Sadly, Shutov has no immediate plans to introduce flexible pricing on the wine list. But he is close to opening a second restaurant in the City of London financial district, where the concept of market-led pricing is likely to strike a particular chord with diners.
And now it may finally be possible to get a table for dinner at Bob Bob Ricard.