Bob Bob Ricard to take airline pricing model

Bob Bob Ricard, the Soho restaurant famed for its ‘press for Champagne’ button, is to take a novel approach to pricing inspired by the airline industry, charging less at off-peak times.

As reported by Bloomberg, the diner deluxe will charge 25% less for its dishes at off-peak times of the week like Monday lunchtime, and 15% less during mid-peak times like Tuesday and Sunday nights.

Diners will have to pay full whack at peak times like Friday and Saturday night.

The new pricing model means the likes of lobster mac & cheese will cost £20.50 off-peak rather than £26.50, while you could save £13 on 20g of Oscietra caviar if you dine off-peak.

The idea is being pioneered by the restaurant’s Russian owner, Leonid Shutov, who is due to open a second site, Bob Bob Cité in the ‘Cheesgrater’ building on Leadenhall Street in east London this year.

“Airlines wouldn’t be able to exist unless you could balance supply and demand. Everything that we have taken that is widely accepted in the modern economy and applied to restaurants seems to have worked,” Shutov told Bloomberg.

While the average spend at Bob Bob Ricard is around £100 per person, the occupancy of the restaurant varies wildly depending on the time of the week, with Monday being the quietest time and Saturday night the busiest.

“To stay competitive we need to be able to serve people a fantastic lunch without charging ridiculous prices. One of the ways of doing that is ensuring a more even occupancy throughout the week,” Shutov told Bloomberg.

“I realise it’s a bit of a brave decision because any departure from the standard model involves risk. But I am not really worried. We’re not changing the menu. We are just saying that on certain days it will cost less,” he added. Sadly, the flexible pricing model only currently applies to food.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Southern Regional Account Manager

Speciality Drinks
England, UK

Northern Regional Account Manager

Speciality Drinks
England, UK

Awards Sales Executive – France

Decanter
London, UK

Fine Wine Buyer

FINE+RARE Ltd
London, UK

Sales Executive / Brand Ambassador

Elixir Distillers
London, UK

Brand Development Executive

Elixir Distillers
London, UK

Sales Administrator

Company details: Advised on application
London W1

London Account Manager

Speciality Drinks
London, UK

Sales Administrator Customer Service

Ellis Wines
Hanworth, Middx

Pink Rosé Festival

Cannes,France
7th Feb 2019

Wine Paris

Paris,France
11th Feb 2019

IBWSS UK

London,United Kingdom
11th Mar 2019
Click to view more

The Global Pinot Noir Masters 2019

Deadline : 7th January 2019

The Global Fortified Masters 2018

Deadline : 15th January 2019

Click to view more

Rioja Masters 2018

View Results

The Global Beer Competition

View Results

Click to view more