Proper pricing key to surviving lean timesProper pricing key to surviving lean times


This article does not necessarily reflect the opinions of the editors and management of Nation’s Restaurant News.

Restaurant companies continue to be squeezed by increasing costs and cautious, credit-strapped customers. What’s more, consumer confidence is near an all-time low. The reaction of operators seems almost schizophrenic, with companies announcing significant price increases one day and new, deeper discounts the next. 


And yet, in the midst of the chaos, some restaurants are able to pass on cost increases while others have to aggressively discount just to maintain current share. 


It would be easy to attribute the former to industry segments or geography, or to intelligent and carefully planned choices. The truth, however, isn’t t...