It’ll cost you more later
Time-based discounts are also widely used and can be used to capture more value from less price-sensitive customers. Some restaurants have two editions of menus: same dishes, different prices. The determined diners who want to eat after 7.30p.m. will pay more. The more cost-conscious can be persuaded with lower prices to eat out at a less convenient time. This utilizes the facilities of the restaurant and fills the seat for more of the day. Bars offer ‘Happy Hours’ when fewer people want to drink. Airlines offer lower prices to encourage buying early, travel agents like Lastminute.com offer discounts to clear unsold tickets. Short notice and urgent orders often command a surcharge in business-to-business markets.
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