Why do your most loyal customers become your harshest critics the moment you adjust prices? They've got an emotional connection to your old pricing and feel betrayed by change. The secret lies in how you communicate the increase and what alternatives you present.
Why regular customers complain about price increases
Regular customers have an emotional bond with your business. They know your old prices by heart and feel betrayed when suddenly everything becomes more expensive. This reaction is normal human behavior - nobody likes change, especially when it hits their wallet.
💡 Example:
Your steak went from €24.00 to €28.00. For you, a logical step because of higher purchasing costs. For your regular customer who comes every week: "16% more expensive!"
Their feeling: you're getting greedy. Your reality: you're keeping the business running.
The psychology behind complaints
Regular customers don't just complain about money. They're upset about:
- Loss of control: their trusted place is changing
- Feeling of appreciation: why no loyalty discount?
- Status: they want to feel special
- Predictability: their usual order now costs more
Understanding this psychology helps you respond better than just saying "everything's getting more expensive." And here's something you only learn after closing your first month at a loss - the customers who complain loudest about prices are often the ones ordering the lowest-margin items anyway.
Prepare for the conversation
Before you get complaints, prepare your response. Gather these facts:
💡 Example preparation:
- Beef is 18% more expensive from supplier
- Energy costs increased by €400/month
- Last price increase was 2 years ago
- Your new price is still €3 below competitor
The 4-step conversation
Follow this order every time a regular customer complains:
Step 1: Acknowledgment
"I understand this is frustrating. You've been coming here for 3 years and suddenly the prices are different."
Step 2: Explanation without apologies
"Our purchasing costs have increased significantly. Beef alone is 18% more expensive. We haven't raised prices in 2 years, but now we have to."
Step 3: Emphasize value
"You're still getting the same quality, the same portion size. And we're still below [competitor name]."
Step 4: Offer an alternative
"Would you like to try our new pasta? It has a better price-to-quality ratio."
⚠️ Note:
Never get into a discussion about whether the increase is justified. You're a business owner, not a charity. Explain, but don't defend yourself.
Alternatives that work
Offer concrete alternatives instead of just defending yourself:
- Menu suggestions: "Try our chicken, it's still €22"
- Temporary promotions: "On Tuesdays we still have the old price"
- Loyalty benefits: "After 10 visits you get a free appetizer"
- Portion choice: "We also have a smaller portion for €24"
What if they threaten to leave?
Some customers threaten to leave. Your response determines whether they stay or go:
💡 Example response:
"I would really regret that. You're a valued customer. Let's see if we can come up with something that works for both of us."
Then: offer a concrete alternative, don't give a discount.
Never give a discount. You'll face the same problem with every other customer too.
Explain the financial reality
Sometimes transparency about your costs helps:
- "Our food cost needs to stay below 32% to keep the business running"
- "At the old price we weren't making anything on this dish"
- "We have 6 employees who deserve a fair wage"
But use this sparingly. Too many financial details can backfire.
Prevention for next time
Prevent complaints by communicating price increases better:
- Announcement: Post a notice 2 weeks in advance
- Personal: Tell your regular customers before they order
- Gradual: Don't raise everything at once, do it in phases
- Timing: Don't raise prices right before Christmas or vacation
⚠️ Note:
Never raise prices too little out of shame. Calculate what you minimally need and stick to it. Otherwise you'll have to raise prices again in 6 months.
Letting go makes more sense sometimes
Not every customer is worth keeping. Let them go if:
- They become aggressive or insult staff
- They influence other customers with negativity
- They only come for the lowest prices (no margin)
- The conversation takes more time than the revenue generates
A food cost calculator helps you determine exactly what minimum prices you need, so you can confidently explain why a price increase is necessary.
How do you handle complaints about price increases? (step by step)
Prepare your facts
Gather concrete numbers: how much have your purchasing costs increased, when was your last increase, where do you stand compared to competitors. This gives you confidence in the conversation.
Listen and acknowledge their feeling
Say: 'I understand this is frustrating.' Don't go on the defensive right away. Let them express their frustration before you start explaining.
Explain without apologies
Tell briefly and factually why the increase was necessary: rising purchasing costs, inflation, longer period without an increase. Use concrete percentages if you have them.
Offer alternatives
Suggest other dishes, tell them about promotions, or explain what options are available. Focus on what you can offer instead of what you can't.
✨ Pro tip
Start tracking your most vocal price complainers for 30 days after an increase. You'll often find they continue ordering anyway, just with more grumbling - their bark is worse than their bite.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
Should I give a discount to regular customers who complain?
No, don't give discounts. You'll face the same problem with other customers who hear about it. Instead, offer alternatives like different dishes or loyalty benefits that don't hurt your margins.
How do I prevent complaints at the next price increase?
Announce increases 2 weeks in advance with clear signage. Tell regular customers personally before they order. Raise prices gradually over several months rather than shocking everyone at once.
What if a regular customer threatens to leave?
Express genuine regret and try to find alternatives that work for both of you. But don't give discounts or beg them to stay - not every customer is worth keeping at a loss.
How much explanation should I give about my costs?
Keep it brief and factual: purchasing costs rose, you haven't increased prices in X years. Too many details about your finances make you look desperate and unprofessional.
Should I match competitor prices if customers mention them?
Only if your competitor's prices still allow you to maintain proper margins. Don't engage in a race to the bottom - focus on the value you provide instead.
How do I handle customers who get angry or aggressive?
Stay calm, acknowledge their feelings once, then redirect to solutions. If they become abusive toward staff, it's time to ask them to leave - no customer is worth creating a hostile work environment.
What's the best timing for price increases?
Avoid holidays, vacation seasons, or right after other major changes. Tuesday through Thursday announcements work better than weekends when emotions run higher and people have more time to complain.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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