QSR April 2023

MENU INNOVATION

A suddenly buzzing topic brings forth plenty of debate, but also no shortage of opportunity. / BY SHERRI KIMES

In late 2022, we polled more than 100 operators to get their take on an age-old topic, yet one that had abruptly shot to the surface—the notion of “dynamic pricing.” Perhaps the most common view in foodservice has been happy hour. Dressed down, restaurants adjust pricing based on a specific factor (it’s now 5 P . M ., or you’re sitting at the bar). But the reality of dynamic pricing is a lot more nuanced, and far more vital today given what’s taking shape exter nally from an inflation angle. All said, we wanted to know how operators defined the method, where they saw potential, and what challenges they foresaw. Do they find it likely dynamic pricing is headed for widespread adoption? Before getting into results, let’s start with the bigger picture. Dynamic pric ing has become quite the hot term, but what exactly is it (beyond happy hour)? PM . But the reality of dynamic pricing is

www.qsrmagazine.com | QSR | APRIL 2023

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