Soho's Bob Bob Ricard introduces off-peak pricing system

Soho's Bob Bob Ricard has introduced an off-peak pricing system that gives customers the chance to enjoy as much as 25% off its à la carte menu during quieter periods.

The introduction of off-peak, mid-peak and regular periods will see prices reflect business trends at the restaurant, famous for having "press for champagne" buttons at each table.

Bob Bob Ricard, which has been open in Upper James Street, London, for nine years, will not change its menu depending on the time customers visit, just the figure on the bill.

Owner Leonid Shutov said: "It is time top-end restaurants fully embraced ‘off-peak' pricing, so from now on Bob Bob Ricard's entire menu will be noticeably better value at lunch versus dinner, and at dinner on certain nights of the week, with ‘off-peak' prices as much as 25% below those on the regular menu.

"This will be a permanent state of affairs, not a one-off promotion or a limited-time offer.

"The entire à la carte menu will be offered as ‘off-peak' (circa 25% off the regular food menu prices) and ‘mid-peak' (circa 15% off). Diners will simply be handed menus listing applicable prices; they will not need to concern themselves with unseemly calculations. The Bob Bob Ricard website will provide details of menu pricing applicable at any given time."

Off-peak times include lunchtimes Monday to Thursday and Monday evenings. Mid-peak times include Sunday and Tuesday evenings and lunchtimes Friday to Sunday.

Bob Bob Ricard joins an expanding group of restaurants using regular discounts to lure customers through the door during traditionally quiet periods.

Norse in Harrogate, Yorkshire, has been adjusting its prices since April 2017 and told The Caterer: "In a way, it's one of the most basic systems ever invented. When demand is higher, you can charge more, and when you need to get people through the door you offer a bit of extra value."

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