On Super Bowl Sunday in 2014, Nick Kokonas, co-owner of Alinea, a molecular gastronomy restaurant in Chicago, sent out a tweet inviting diners who didn’t care about football to make a reservation for $165 that evening-about 35% off the normal price of dinner.
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On the opposite end of the spectrum, fine dining is as much about ambiance, service, and a certain form of theater as it is about the food on the plate. McDonald’s holds $30 billion in real estate assets and charges franchisees monthly rent-it’s a landlord as much as a burger shack. Succeeding in the notoriously difficult restaurant industry is about far more than keeping food costs down, though that definitely helps. “It’s much more us trying to manage the peak-day experience by giving incentives to people to come during off-peak times.” “This isn’t so much us trying to maximize how much money we can make on a peak day,” Dave Tragethon, vice president for sales and marketing at Mount Hood Meadows in Oregon, told Oregon Public Broadcasting.
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Ski areas around the country have instituted what they call “dynamic pricing,” adjusting the cost of a ticket to the number of skiers on the mountain.
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Movie theaters and playhouses have long offered matinée discounts, and commuters may recognize a similar pricing model on train tickets, which in many systems, including New York City’s Metro-North and Long Island railroads, charge more for a ticket during rush hour than on the weekend or in the middle of the afternoon.