I’m not too fond of when I’m looking for a vegan restaurant online, and after having found one, I discover no prices for their menu items. Having talked with friends, I’ve found that I’m not the only person who dislikes this practice. But why do they do it, especially since it turns off so many current and future customers? Boy, that vegan burger looks tasty in the photo, but is it around 14 bucks or $24.99? Of course, it’s not just vegan restaurants; many restaurants today use the same practices.
One reason could be that the restaurant’s owners are snobbish, saying, “If you have to ask the price, you can’t afford to eat here!”
Nowadays, everything is online, and restaurants will go into great detail about every new dish. It’s unique that so many restaurants will post food items on their online menus without prices continuing to grow. How many other businesses can you think of that would follow this practice? Can you imagine an airline with this kind of policy? No one would ever book a flight! Or trying to get tickets for your favorite band’s concert.
The only thing that equals or surpasses this craziness is the U.S. health system, where consumers don’t know what they’ll spend until they get to the medical facility. How can you plan an evening out with friends if you don’t know what it’ll cost you? Many of us are on strict budgets, especially when eating out.
Customers want to feel they are getting good value for their money, or “perceived value.” So, why the tricks? Some customers might be fooled into thinking that a restaurant that doesn’t list prices on its online menu is more upscale, memorable, and classy, creating the perception of exclusivity. But don’t be taken in by this ploy.
Another reason some restaurants give is to allow greater flexibility in pricing.
Restaurant owners will also tell you that not having prices on the menu can create a sense of mystery and excitement for customers. In Las Vegas, there’s a vegan restaurant where customers eat in complete darkness. Now that’s a mystery!
No matter what reason a restaurant gives for not putting prices on online menus, in my opinion, it all boils down to laziness on their part. So, of course, it’s your decision, but my policy is to take my business elsewhere, where all pricing is out in the open online.
Of course, there’s always the exception. For example, you may make an exception if you have a favorite restaurant that doesn’t list their prices online, but you already know them because you’ve eaten there so often and the food and service are excellent.
Next time, we’ll examine why restaurants don’t use $$$ to price their meals, only numbers (i.e. 14 instead of $14).