How dynamic pricing can maximise a restaurant’s profit

Dynamic pricing has long been associated with airlines, trains and more recently with a scramble for Oasis tickets. It can be seen in both a negative and positive light, depending on whether it helps or hinders you. Book a flight on a quiet Tuesday and you might secure a bargain. Try the same route on a bank holiday weekend and the price could be double. Hotels have been doing something similar for decades.

Now the restaurant sector is beginning to embrace the idea and the principle behind it is simple. Instead of charging the same price regardless of demand, restaurants use discounts and promotions to encourage people to visit during quieter periods. The goal isn’t  necessarily to increase the amount each customer spends, but to fill tables that would otherwise sit empty.

An empty restaurant table obviously generates no revenue at all, but the rent, business rates, utilities and staffing costs still need to be paid whether the seat is occupied or not. Once those fixed costs are covered, every additional diner contributes towards profit.

Time sensitive offers to help restaurants maximise capacity

This is where dynamic pricing platforms such as EatClub are gaining attention. The app, which originated in Australia in 2016, expanded into the UK with a London launch in 2025. It allows restaurants to offer time-sensitive discounts during quieter periods, with participating venues able to adjust offers in real time and attract customers when demand is low, rather than relying on blanket promotions that run all week.

With Marco Pierre White backing the app, the concept is already gaining traction. Trade press reported that EatClub had grown to more than a 1,000 venues across London by early 2026, including Lina Stores, Kricket, Mildreds and Santo Remedio. It has since launched in Manchester, with a further UK expansion under way.

Why it matters for independent operators

That matters for independent restaurants because the pressure on margins is already significant. Larger groups may have the budget to run paid advertising campaigns, loyalty schemes or sophisticated CRM programmes. For an independent restaurant, a platform that can put an offer in front of nearby diners at short notice can act as a more affordable way to reach new customers.

EatClub says it has built an audience of more than two million users in Australia, and reported that diners booked 415,000 seats through the app in March 2025, saving more than AUD $3.1m. Those are company-reported figures rather than independently verified market data, but they suggest the model has moved beyond a niche audience of bargain hunters.

Changing customer habits are also helping the model. OpenTable data reported by the Financial Times showed that London reservations at 6pm rose 11 per cent in the first half of 2025, with 5pm bookings up 10 per cent, while 8pm bookings fell 3 per cent across the UK. Restaurants are already adapting to a less predictable trading pattern.

Dynamic pricing gives them another way to shape that demand, encouraging diners into the services where extra covers can make the biggest difference.