72% of diners believe restaurants are too expensive. A study by Revenue Management Solutions and Sherri Kimes reveals that highlighting price increases does not improve loyalty or revenue. Brands should focus on value-led menu strategies to preserve traffic and margins. Using remote eye-tracking technology, the study found that transparency alone does not drive loyalty or higher spend. Guests are influenced by perceived value more than explanations for price increases. Revenue Management Solutions recommends data-led pricing strategies and menu optimization to navigate challenges such as inflation and rising labor costs. Customers judge fairness based on value, quality, service, and experience. As long as guests feel the experience matches the price, explanations for price increases become unnecessary.

Read more at GlobeNewswire: New Study Reveals How Diners Really Respond to Restaurant