# Time-Based Restaurant Pricing Bob Bob Ricard is Implementing a Dynamic Pricing Model for Diners By Laura McQuarrie | Published 2018-01-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dynamic-pricing-model References: [london.eater](https://london.eater.com/2018/1/11/16878306/bob-bob-ricard-dynamic-restaurant-pricing-london-tock-soho-the-city) & [bobbobricard](https://www.bobbobricard.com/) In the same way that the travel industry anticipates higher sales during peak seasons, Bob Bob Ricard in London is introducing a dynamic pricing model that is based on time—with consumers offered [discounts based on which day](https://www.trendhunter.com/trends/real-deal-meal) of the day of the week they decide to dine in. The travel industry-inspired pricing scheme establishes Friday nights as the time patrons can expect to pay full prices. Off-peak times include Mondays at lunchtime, where meals may be had for 25% off full price, while mid-peak offers a 15% discount off of full price around dinnertime on Sundays. As such, choosing to indulge in a menu item like 20 grams of Russian Oscietra [caviar](https://www.trendhunter.com/trends/fried-chicken-and-caviar) could cost a diner either £36 or £49 at full price, depending on when they choose to eat. The dynamic pricing model is also set to be adopted by Bob Bob Cité, the sister restaurant to Bob Bob Ricard. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 30% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Time-based Pricing:** The implementation of dynamic pricing based on time offers an opportunity for businesses to increase sales and attract customers during off-peak times. - **Peak and Off-peak Discounts:** Providing discounts during off-peak times can incentivize customers to dine at specific times, creating a more balanced flow of customers throughout the week. - **Industry Adaptation of Travel-based Pricing:** Implementing pricing strategies inspired by the travel industry opens up possibilities for other industries to explore dynamic pricing models tailored to their specific business needs. ### Sectors Adopting This - **Restaurant Industry:** Restaurants can benefit from implementing time-based pricing models to optimize revenue by encouraging customers to dine during off-peak hours. - **Hospitality Industry:** Hotels and resorts can explore implementing time-based pricing strategies to attract guests during slower periods, maximizing occupancy rates. - **Entertainment Industry:** The entertainment industry can leverage time-based pricing to fill venues during non-peak times, ensuring a consistent flow of customers and revenue. ## Related on Trend Hunter - [Premium Seating Platforms](https://www.trendhunter.com/trends/tablz.md) - [Low-Cost Winter Restaurant Menus](https://www.trendhunter.com/trends/prezzo-blue-monday-specials-menu.md) - [Low-Cost Restaurant Meals](https://www.trendhunter.com/trends/restaurant-meal-prices.md) - [30-Cent Dinners](https://www.trendhunter.com/trends/the-old-homestead.md) - [Speedy Dining Courses](https://www.trendhunter.com/trends/go-for-gold-menu.md) - [Small-Bite Martini Menus](https://www.trendhunter.com/trends/oblix-happy-hour.md) - [Reverse Happy Hours](https://www.trendhunter.com/trends/reverse-happy-hour.md) - [Viral Affordable Toronto Lunches](https://www.trendhunter.com/trends/piano-piano-lunch-special.md) - [Affordability-Enhancing QSR Updates](https://www.trendhunter.com/trends/sthubert.md)