# Surge Menu Pricing The Restaurant Industry Considers Charging More During Peak Times By Meghan Young | Published 2015-04-16 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/menu-pricing References: [forbes](http://www.forbes.com/sites/caroltice/2014/12/23/will-tweet-for-food-7-fun-dining-technology-advances-for-2015/) & [foodabletv](http://www.foodabletv.com/blog/2014/12/12/on-foodable-weekly-uberization-of-hospitality-video) The Uber business model has disrupted the way other industries view pricing -- restaurants being one of them; so much so that consultants are now recommending surge menu pricing during peak hours. Eateries may go so far as to add a surcharge to reserve a table on popular nights. The science behind menu pricing is already sophisticated, but that doesn't mean it can't benefit from a bit of a tweak. Although it would be interesting to see how restaurants would introduce surge menu pricing -- perhaps through a similar app to Uber's very own -- there will have to be some sort of preface to the differences. As Forbes points out, "Hopefully, that same surge technology will warn diners when a meal is having a price spike, so we can arrive early or late and get a deal." ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 60% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### What Makes This Trend Stand Out - **Surge Menu Pricing:** Restaurants considering surge menu pricing during peak hours creates an opportunity for disruptive innovation in the food service industry. - **Price Surge Technology:** The introduction of surge technology similar to Uber's for menu pricing can create disruptive innovation opportunities in the restaurant industry. - **Advanced Menu Pricing:** Sophisticated menu pricing techniques can benefit from a bit of a tweak, opening up opportunities for disruptive innovation within the restaurant industry. ### Sectors Adopting This - **Food Service:** Surge menu pricing during peak hours presents a disruptive innovation opportunity within the food service industry. - **Technology:** Developing surge technology for menu pricing can lead to disruptive innovation within the technology industry. - **Hospitality:** Incorporating advanced menu pricing techniques can create disruptive innovation opportunities within the hospitality industry. ## Related on Trend Hunter - [Restaurant Reservation App Features](https://www.trendhunter.com/trends/uber-eats-dine-out.md) - [High-End Restaurant Reservation Offers](https://www.trendhunter.com/trends/uber-one-exclusive-tables.md) - [Stock Market-Themed Bars](https://www.trendhunter.com/trends/the-sauga-bar-xchange.md) - [Prepaid Rideshare Passes](https://www.trendhunter.com/trends/uber-prepaid-passes.md) - [Delivery Driver Support Initiatives](https://www.trendhunter.com/trends/fuel-surcharge.md) - [Inflation-Fighting Menus](https://www.trendhunter.com/trends/inflation-menu.md) - [Digital Menu Platforms](https://www.trendhunter.com/trends/menugy.md) - [Dining Delivery Platform Partnerships](https://www.trendhunter.com/trends/toast-and-uber.md) - [Gourmet Lunch Pop-Ups](https://www.trendhunter.com/trends/uber-eats-sandwich-studio.md)