Advantages of Displaying Prices

For customers:

• Transparency builds trust — people know what to expect before arriving
• Helps customers budget and plan, especially for groups or special occasions
• Reduces “sticker shock” at the table, leading to a more relaxed dining experience
• Accessibility for people on tight budgets who need to plan carefully
• Increasingly expected by modern diners — many will simply move on if they can’t find prices

For the restaurant:

• Attracts the right customers — those who are comfortable with your price point
• Reduces time wasted on reservations or inquiries from customers who won’t convert
• Competitive advantage if rivals don’t list prices
• Supports SEO and time spent on your website, which can drive more bookings

Disadvantages of Displaying Prices

Operational challenges:

• Prices change — seasonal ingredients, inflation, and supply costs mean menus can become outdated quickly, which can mislead customers or damage trust
• Requires ongoing website maintenance, which has a time and cost implication
• Mistakes (e.g. old prices still live on the site) can create awkward situations or even legal/consumer disputes in some jurisdictions

Strategic concerns:

• Competitors can easily monitor and undercut your pricing
• Fixed published prices reduce flexibility for dynamic pricing or upselling
• High-end or fine dining establishments may prefer not to display prices, as it fits the prestige and exclusivity of the brand — price-shopping feels at odds with the luxury experience
• Removes the “in-restaurant magic” where atmosphere can justify a price the customer might have questioned beforehand

So — Is It Better to Display Prices or Not?

The answer depends largely on the type of establishment, but for the majority of restaurants, displaying prices is the better choice. Here’s a simple way to think about it: Display prices if you are a casual, mid-range, fast casual, family, or neighbourhood restaurant. Your customers expect it, and hiding prices creates friction and distrust that will cost you bookings. You might omit prices if you are a high-end, fine dining, or exclusive tasting-menu restaurant where the experience and brand deliberately transcend price comparison. Even then, many upscale restaurants are moving toward transparency.

Handling the “Prices Change” Problem

This is a very valid concern, but it’s manageable with a few simple approaches:

• Add a clear disclaimer such as “Prices are indicative and subject to change — please see our in-house menu for current pricing”
• Keep a simplified or “sample menu” online rather than a full itemised price list, giving a flavour of the range (e.g. starters from €8, mains from €18)
• Use a PDF menu that is easy to swap out without redesigning the webpage
• Set a calendar reminder to review the online menu whenever prices are updated in-house

The disclaimer approach in particular gives you the best of both worlds — customers get pricing guidance, and the restaurant is protected from complaints about discrepancies.