Weekend diners face peak-price premium

DINERS in high-end restaurants face having to pay “surge” prices that could make a weekend meal up to a third more expensive.

Under a new pricing model being considered by top London venues, menus will be available at prices up to 30 per cent cheaper at traditionally quiet times.

It comes after Bob Bob Ricard, the luxurious Soho restaurant, implemented the model in an effort to attract more customers on Mondays and on weekday lunchtimes.

The restaurant, famous for its “press for champagne” buttons on every table, will implement price cuts on its à la carte menu by around 25 per cent on Mondays, and also from Tuesday to Thursday at lunchtime.

Those who come at “mid peak” times such as lunch on Friday to Sunday and dinner on Tuesday and Sunday will enjoy a 15 per cent cut. The “surge pricing” approach looks set to be implemented across the country after the chief executive of 40 of Britain’s most lavish restaurants showed an interest in the idea.

Des Gunewardena, the chairman and chief executive of D&D London, which runs restaurants including Bluebird in Chelsea as well as Paternoster chop house, said: “We have talked about this a lot of times over the past 20 years, thinking why aren’t we like airlines or hotels? It will be interesting to see what their experience is. We might give it a go.”