A glamorous London restaurant best known for its "Press for champagne" button at every table, has introduced a new menu pricing scheme that will slash the cost of your meal if you dine during "off-peak" times.
It's a strategy taken straight out of the travel industry, which rewards travelers who are willing to fill up hotel rooms and airplanes during off-peak seasons.
At Bob Bob Ricard, one of the most popular London hotspots to see and be seen, menu prices have similarly undergone a new pricing scheme aimed at filling the restaurant on traditionally slower days, reports The Standard UK.
For instance, diners who book a table for Monday dinner will see their Chateaubriand drop from its regular Saturday night price of £39.50 (US $54) to £29.50 ($41).
Food are priced in a three-tier system, with regular pricing for the busiest days of the week (dinners Wednesday through Saturday night), mid-peak prices slashed by 15 percent for lunch Thursday through Sunday, and a 25 percent discount for meals during off-peak hours like lunch Monday to Wednesday.
Bob Bob Ricard serves English and Russian classics and attracts the city's glitterati with lavish, opulently decorated dining rooms inspired by the Orient Express, the game of backgammon and royal dining carriages.
The new pricing scheme could be a game-changer in the restaurant industry, which must now compete for diners with the rise of "grocerants" (grocery store-cum-restaurants) and food delivery services.
Another recent pricing concept that has emerged in the upscale restaurant industry is the sale of advance tickets. Like sporting events and theater shows, diners who wish to book at restaurants like Next in Chicago, the new Noma in Copenhagen and Eleven Madison Park in New York can only book with pre-paid reservations.
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