Restaurants to Try Surge Pricing For Food

Despite the Wendy’s debacle, surge pricing for food was going to get traction. Of course it would, people need to eat and might as well extract as much money from them as possible.

Barbecue chain Tony Roma’s and nearly 100 other small restaurants have already turned to fluctuating menu prices during peak times — similar to the rollout planned by fast-food giant Wendy’s next year — according to one company that sells the software specializing in dynamic pricing.

Los Angeles-based Sauce Pricing — a startup backed by founding members of Sweetgreen, Uber, Airbnb and several private equity firms — said restaurants “have the opportunity to increase item prices by 10% to 20% during the lunch rush so customers might pay an extra $1 to $2 for a $10 item,” according to a blog post on its website. - via MSN

I get that they want to maximize profits but will this kill the fast food market for lunch? If my company didn’t pay for my lunch when I’m in the office I would start bringing my food instead of eating out. It’s getting to the point where eating out is an expensive luxury. SMH.