The Price needs context

F&B Heroes: The Psychology of Pricing, Simple to Apply

If guests experience their visit to the restaurant as something special, the price becomes a minor matter. / © Getty Images, Unsplash

7.2.2025

Many restaurant guests are currently price sensitive. Equally many want to treat themselves consciously and are willing to pay a good price for good performance. How to best address both groups and optimize your pricing is, last but not least, a question of psychology. Tim Plasse, Managing Director at F&B Heroes, explains what the hospitality industry can learn from e-commerce.

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This contribution comes from HospitalityInside's Content Partner Network. Here, companies talk about their activities, trends and markets and thus enrich the spectrum of topics from the hospitality world. The content has been reviewed by the respective partner company.

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