A comprehensive, data-led pricing transformation that helped a leading hospitality brand enhance profitability, strengthen menu architecture, and preserve its brand promise and guest experience across all customer touchpoints.
The client faced challenges in effectively realising price increases despite strong demand and a growing customer base. This created uncertainty around how pricing adjustments impacted profitability and brand perception. There was a clear opportunity to adopt a structured, data-driven pricing approach that aligned with the brand’s consumer focus and operational goals.
The client faced significant challenges in price increase realisation, with historic price moves typically met with lower basket sizes and trading down behaviour. Their pricing methods and tools had not evolved alongside their impressive growth, resulting in inefficiencies and missed value capture opportunities.
Through our collaboration, the client successfully implemented a consumer-centric pricing strategy that delivered measurable financial impact, including an estimated £2.2 million annual EBITDA increase.
Key to this success was the optimisation of menu architecture, which improved product placement and price positioning, alongside the introduction of strategic upsell opportunities designed to enhance customer spend. Additionally, the project enhanced the client’s pricing capabilities by establishing a data-driven framework that not only addressed immediate revenue goals but also highlighted future opportunities to sustain long-term pricing excellence.
For hospitality brands, strategic pricing and menu optimisation are essential to balancing profit growth with exceptional guest experiences. This approach enables businesses to confidently adjust prices and menu offerings in a way that supports financial goals without compromising brand integrity or customer satisfaction.
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Upwards of +£2.2m EBITDA benefit annually through structured pricing refinements
Enhanced pricing capability, highlighting future opportunities to drive long-term pricing excellence
Enhanced pricing capability, highlighting future opportunities to drive long-term pricing excellence
We conducted interviews with key stakeholders, including the insight, marketing, and product teams, to understand the offering, value proposition and pricing context.
These discussions provided valuable insights into internal pricing perceptions, as well as areas of concerns and potential opportunities, helping us shape a tailored pricing strategy.
We conducted a comprehensive data analysis to uncover challenges in price realization, examining product performance, consumption trends, and category-level pricing latitude to identify high- and low-performing areas.
Site performance analysis combined with price elasticity analysis guided price optimisation approach and introduced a new tiering structure to better capture value.
By integrating customer feedback and market research, we implemented targeted price increases across locations and products to maximize acceptance and impact.
Applying menu engineering principles, we classified items based on popularity and margin contribution, ensuring high-value items were optimally positioned to maximize profitability.
By refining menu layout strategies, we enhanced both the customer experience and overall revenue performance.
We identified pricing gaps to ensure the price architecture supports both entry-level accessibility and higher spend opportunities, balancing value perception with commercial goals.
We assessed the client’s pricing capabilities, identifying strengths and areas for improvement to support long-term pricing excellence. Our analysis outlined key opportunities to refine governance, decision-making, and execution.
To enable this, we developed a structured roadmap with milestones and a framework for determining when and how to implement price changes, ensuring alignment with business objectives and market conditions.
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