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Your email address will not be published.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

Wine Trader

Vintage Capital II PLC
London, UK

International Marketing Assistant

iDealwine
Paris, France

Senior Partner Manager - Managed On-Trade

Maverick Drinks
United Kingdom

Logistics Administrator

Swig Wines Ltd
London

Customer Service Manager

Jascots Wine Merchants
London, UK

Transport Manager

Jascots Wine Merchants
London, UK

Head of Customer Services

Berkmann Wine Cellars
London, UK

International Logistics Manager

Wine Source
London, UK

PR Manager

Master of Malt
Tonbridge, UK

General Manager: Pilango Cider Vault

Pilango Cider
Fulham, London

International Bulk Wine & Spirits Show (IBWSS)

California,USA
25th Jul 2018

Cape Wine 2018

Cape Town,South Africa
12th Sep 2018

The Wine & Spirits Show

London,United Kingdom
12th Oct 2018
Click to view more

The Global Malbec Masters 2018

Deadline : 1st August 2018

Champagne Masters 2018

Deadline : 1st August 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more