Kimes also notes the restaurant industry already practices time-based pricing that diners wholeheartedly accept: happy hour and early bird specials. And in places like Singapore, she says, weekday and weekend pricing for buffets are common.
It sounded strange to me at first, but when it’s framed like happy hour, suddenly it seems normal. So really, once diners get used to it, it won’t seem so strange. I guess emotionally, it probably feels better for customers if the expensive rate is looked at as the standard, so customers feel they’re getting a deal during the other times, rather than a busyness surcharge. Although, with high prices like that, maybe that would backfire, as ritzy customers don’t want to feel like they’re slumming it?