Diners don’t like overcrowded restaurants or long waiting lists, but they dislike surge pricing even more. This dynamic pricing model aims to manage busy times by raising prices when demand is high and lowering them during slower periods. However, the prospect of paying more during peak hours often angers customers. In response to the backlash over plans for dynamic pricing, Wendy’s clarified that it wouldn’t implement such a strategy. A UK pub chain faced a similar backlash in 2023 when it announced increased pint prices during busy times, with 73.9% of surveyed respondents opposing the idea. Instead of raising prices, Snooze Eatery offers incentives for weekday visits through its loyalty program.
Snooze Eatery, which operates 71 breakfast and brunch locations in the US, initiated a loyalty program in 2022, rewarding diners with 100 points per dollar spent. However, customers who visit from Monday to Thursday earn 150 points, providing a strong incentive for weekday dining. Led by director Adam Porter, Snooze utilizes Punchh’s loyalty software to support this program. Although the effectiveness of this promotional strategy is somewhat unclear due to other weekday offers, Snooze knows overall member visitation is 1.5 times greater than non-members, with an average of three visits per year. The chain also tracks how long members wait for tables, offering surprise bonuses to reward patience, creating a unique experience beyond transactional loyalty.