Dozens of restaurants nationwide have quietly begun using surge pricing and have reaped tens of thousands of dollars in profits from the controversial practice, The Post has learned.
Barbecue chain Tony Romas and nearly 100 other small restaurants have already turned to fluctuating menu prices during peak times — similar to the rollout planned by fast-food giant Wendy’s next year — according to one company that sells the software specializing in dynamic pricing.
Los Angeles-based Sauce Pricing — a startup backed by founding members of Sweetgreen, Uber, Airbnb and several private equity firms — said restaurants have the opportunity to increase item prices by 10% to 20% during the lunch rush so customers might pay an extra $1 to $2 for a $10 item, according to a blog post on its website.
In some cases, weve actually seen some restaurants go from having a 10% profit margin to a 20% profit margin, the blog post said.
One of its customers, Las Vegas-based casual eatery Rachels Kitchen, earned $64,000 in additional annual profit across three stores, according to Sauce Pricing’s website.
The Rachel’s Kitchen CEO Debbie Roxarzade confirmed the company uses Sauce Pricing’s software.
The prices “don’t increase or decrease [by] more than 15%, that’s our cap for all menu items,” she told The Post on Tuesday.
Orlando, Fla.-based Tony Roma’s, popular for its ribs, did not return calls for comment.
Ice cream favorite Carvel was also listed as a Sauce Pricing customer on its website, but the Fudgie the Whale maker denied any ties to the startup when contacted by The Post.
Sauce Pricing founder Colin Webb did not immediately return calls and emails for comment.
Uber-style surge pricing allows a business to hike up the cost of an item when a restaurant is slammed. Theoretically, restaurants can also lower prices during slower times, though it’s not clear whether Wendy’s will let favorites like Dave’s Single fall below its base price.
The announcement by Wendys chief executive Krik Tanner this month that the burger chain will invest in a “dynamic pricing” pilot sparked anger and anxiety from inflation-battered customers fed-up with ever increasing food prices.
Price gouging. The corporate food company go to, posted one angry user on X.
Most of the price adjustments, however, are on online orders and are meant to help restaurants cope with rising labor costs and delivery fees from Doordash, Grubhub and UberEats, Sauce Pricing’s website notes.
Delivery accounts for a growing portion of restaurant revenues and costs, particularly since the pandemic, experts told The Post.
One industry veteran pointed out that restaurants have long lowered and raised their prices to lure customers during slow and busy times.
Happy Hour is dynamic pricing and so is a burger that costs more at dinner than at lunch or an offer of free delivery during a thunderstorm, said Chris Webb, chief executive and founder of ChowNow, an online food ordering company.
But people like reliability and having prices change because the demand is higher is not hospitality.
Other experts said its just a matter of time before the restaurant industry catches up with industries like airlines and hotels that have mastered surge pricing.
Sometimes you check a flight and the price change within a week is dramatic, but it doesnt stop people from flying, said restaurant analyst Mark Kalinowski.
Ultimately, consumers will accept it if a large number of restaurant chains do it, too.
Donald Trump has said he would try to return territory to Ukraine as he prepares to meet Vladimir Putin and lay the groundwork for a deal to bring an end to the war.
“Russia has occupied a big portion of Ukraine. They’ve occupied some very prime territory. We’re going to try and get some of that territory back for Ukraine,” the US president said at a White House news conference ahead of Friday’s summit in Alaska.
Mr Trump also said: “There’ll be some land swapping going on. I know that through Russia and through conversations with everybody, to the good of Ukraine.”
He said he’s going to see what Mr Putin “has in mind” to end the three-and-a-half-year full-scale invasion.
Image: Donald Trump speaks to reporters at the White House. Pic: Reuters
And he said if it’s a “fair deal,” he will share it with European and NATO leaders, as well as Volodymyr Zelenskyy, who have been liaising closely with Washington ahead of the meeting.
Asked if Mr Zelenskyy was invited to the summit with Mr Putin in Alaska, Mr Trump said the Ukrainian leader “wasn’t a part of it”.
“I would say he could go, but he’s gone to a lot of meetings. You know, he’s been there for three and a half years – nothing happened,” Mr Trump added.
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The US president said Mr Putin wants to get the war “over with” and “get involved” in possible talks but acknowledged Moscow’s attacks haven’t stopped.
“I’ve said that a few times and I’ve been disappointed because I’d have a great call with him and then missiles would be lobbed into Kyiv or some other place,” he said.
Mr Trump said he will tell Mr Putin “you’ve got to end this war, you’ve got to end it,” but that “it’s not up to me” to make a deal between Russia and Ukraine.
Image: Vladimir Putin is set to meet Donald Trump in Alaska. Pic: Reuters
Zelenskyy says Russia ‘wants to buy time’
Ukrainian President Volodymyr Zelenskyy has said Russia “wants to buy time, not end the war”.
“It is obvious that the Russians simply want to buy time, not end the war,” he wrote in a post on X, after a phone call with Canada’s Prime Minister Mark Carney.
Image: Ukrainian President Volodymyr Zelenskyy. Pic: Reuters
“The situation on the battlefield and Russia’s wicked strikes on civilian infrastructure and ordinary people prove this clearly.”
Mr Zelenskyy said the two “agreed that no decisions concerning Ukraine’s future and the security of our people can be made without Ukraine’s participation”, just as “there can be no decisions without clear security guarantees”.
Sanctions against Russia must remain in force and be “constantly strengthened,” he added.
European leaders meet ahead of call with Trump
Meanwhile, European officials have been holding meetings ahead of a phone call with Mr Trump on Wednesday.
The European Union’s foreign policy chief, Kaja Kallas, has been speaking to foreign ministers virtually, saying on X that work “on more sanctions against Russia, more military support for Ukraine and more support for Ukraine’s budgetary needs and accession process to join the EU” is under way.
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‘Russians want to carry on fighting’
Over the weekend, European leaders released a joint statement, welcoming Mr Trump’s “work to stop the killing in Ukraine”.
“We are convinced that only an approach that combines active diplomacy, support to Ukraine and pressure on the Russian Federation to end their illegal war can succeed,” read the statement.
It was signed by UK Prime Minister Sir Keir Starmer, French President Emmanuel Macron, Italian Prime Minister Giorgia Meloni, German Chancellor Friedrich Merz, Polish Prime Minister Donald Tusk, Finland’s President Alexander Stubb, and European Commission President Ursula von der Leyen.
“We underline our unwavering commitment to Ukraine’s sovereignty, independence and territorial integrity,” they said.
Despite Donald Trump’s efforts to convince Vladimir Putin to commit to a ceasefire and negotiations, Russian attacks on Ukraine have only intensified in the past few months.
Ukraine’s president has said that, in the past week, Russia launched more than 1,000 air bombs, nearly 1,400 drones and multiple missile strikes on Ukraine.
On 9 July, Russia carried out its largest aerial attack on Ukraine since the start of the war, launching more than 740 drones and missiles, breaking its records from previous weeks.
Furthermore, Mr Zelenskyy has said Russia is preparing for new offensives.
He described it as a “feel out” meeting “to see what the parameters” are, and stressed “it’s not up to me to make a deal.”
A strategic preemption perhaps, setting expectations low, and preparing the public for failure.
But he remains wedded to the notion that “land swapping” will shape any deal to end the war in Ukraine.
“Good stuff” and “bad stuff” for both sides, he said, positioning himself as the pragmatic mediator between the two.
He expressed irritation with Mr Zelenskyy’s assertion that he doesn’t have the constitutional power to concede land, though did say he hopes to get “prime territory” back for Ukraine.
Image: Volodymyr Zelenskyy will not be attending the summit. Pic: AP
The dealmaker-in-chief
Mr Trump promised to brief the Ukrainian president and European leaders immediately after his meeting with Mr Putin.
And he voiced confidence in his ability to quickly assess the potential for a deal, boasting his business acumen.
“At the end of the meeting, probably the first two minutes, I’ll know exactly whether or not a deal can be made,” he said.
Asked how he would know, he replied: “That’s what I do, make deals.”
US EV sales are surging as prices dip and automakers pile on record incentives to clear out inventory before the $7,500 EV tax credit vanishes, according to Kelley Blue Book’s latest numbers.
The average price for a new EV in July was $55,689, down 2.2% from June and 4.2% lower than a year ago. Leading the price drop was Tesla, which averaged $52,949 last month, down 2.4% from June and a hefty 9.1% year-over-year.
Tesla sweetened the deal with bigger incentives in July, which helped boost sales compared to June, though they still trailed last year’s numbers. A higher share of the more affordable Model 3 and Model Y also helped push Tesla’s average price down.
Across the industry, EV incentives hit their highest level ever, averaging 17.5% of the vehicle’s price – a more than 40% jump from last year. Automakers and dealers have been racing to move EVs before federal incentives expire on October 1.
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The strategy is working. Cox Automotive says July EV sales topped 130,000 – up 20% year-over-year – making it the second-strongest month for US EV sales on record.
Stephanie Valdez Streaty, senior analyst at Cox Automotive, said, “The urgency created by the [Trump] administration’s decision to sunset government-backed, IRA-era EV incentives was expected to create serious demand for EVs in the short term. If last month is any measure, Mission Accomplished. July sales were near an all-time monthly record. At this pace, Q3 will be the best ever and then some, as buyers jump in before the big incentives dry up.”
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