The only thing that prevented variable pricing in the past was that the menu was hard copied. Airline ticket prices are not written down anywhere, they change moment to moment at the whim of some computer generated algorithm. Well iPad menus in restaurants is the delivery channel that will foster variable pricing in restaurants. The ability to change prices at 5:59pm and 9:01pm will enable restaurants some flexibility in driving traffic to specific times and will also allow for preferred customers to receive special discounts.
Great for the establishment, the million dollar question is how will the customer respond?
