If every hour costs the same, you are overcharging empty afternoons or undercharging packed nights — often both. Pricing is how you steer demand without begging for more ads.
Build a simple rate card
- Off-peak hourly for the valley you can prove with occupancy data.
- Peak hourly for evenings and weekends — this pays rent.
- One advertised pack so staff are not inventing deals.
Student and regular discounts
Discounts should expire before peak or apply to packs, not to Saturday 8pm walk-ins. Put the rule in the POS. A smile is not a pricing engine.
F&B is part of the rate
A slightly lower table rate with a strong drink attach can beat a high rate with empty kitchens. Track both. See food and beverage for snooker clubs.