The magic of price‐ending choices in European restaurants: a comparative study

Abstract

Purpose The aim of this paper is to understand the price‐ending strategies in European restaurants and make practical suggestions to the managers. Design/methodology/approach Data were collected from restaurant menus in three European countries. Results were compared with those of USA and Taiwan. Findings The price‐ending strategies of European restaurants are distinctly different from those of the USA and, interestingly, have more in common with those of Taiwan. Research limitations/implications The small sample size is a concern. Data were limited to three countries. Inclusion of more European restaurants is highly desired, especially with the Euro as a common currency. Practical implications Restaurant companies could have better understanding of the impact of cultural differences, while implementing price‐ending strategies. Originality/value This paper presents a case where cultural differences are of significant economic value in setting restaurant menu prices. In Europe, dining out is considered more a cultural activity than a utilitarian participation. The historical roots of the usage of digit zero in a European context are presented here.