Soho's Bob Bob Ricard introduces off-peak pricing system

12 January 2018 by
Soho's Bob Bob Ricard introduces off-peak pricing system

Soho's Bob Bob Ricard has introduced an off-peak pricing system that gives customers the chance to enjoy as much as 25% off its à la carte menu during quieter periods.

The introduction of off-peak, mid-peak and regular periods will see prices reflect business trends at the restaurant, famous for having "press for champagne" buttons at each table.

Bob Bob Ricard, which has been open in Upper James Street, London, for nine years, will not change its menu depending on the time customers visit, just the figure on the bill.

Owner Leonid Shutov said: "It is time top-end restaurants fully embraced ‘off-peak' pricing, so from now on Bob Bob Ricard's entire menu will be noticeably better value at lunch versus dinner, and at dinner on certain nights of the week, with ‘off-peak' prices as much as 25% below those on the regular menu.

"This will be a permanent state of affairs, not a one-off promotion or a limited-time offer.

"The entire à la carte menu will be offered as ‘off-peak' (circa 25% off the regular food menu prices) and ‘mid-peak' (circa 15% off). Diners will simply be handed menus listing applicable prices; they will not need to concern themselves with unseemly calculations. The Bob Bob Ricard website will provide details of menu pricing applicable at any given time."

Off-peak times include lunchtimes Monday to Thursday and Monday evenings. Mid-peak times include Sunday and Tuesday evenings and lunchtimes Friday to Sunday.

Bob Bob Ricard joins an expanding group of restaurants using regular discounts to lure customers through the door during traditionally quiet periods.

Norse in Harrogate, Yorkshire, has been adjusting its prices since April 2017 and told The Caterer: "In a way, it's one of the most basic systems ever invented. When demand is higher, you can charge more, and when you need to get people through the door you offer a bit of extra value."

M&B weathers adverse conditions and reports strong festive trading>>

Restaurant accused of forcing staff to ‘pay to work' through tipping policy>>

Videos from The Caterer archives

Are you looking for a new role? See all the current hospitality vacancies available with The Caterer Jobs

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.

close

Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking