The restaurateur spoke about the reasons for the price discrepancy at the checkout and in the application.

The total amount of an order in a restaurant is influenced by the sales channel, the working conditions of aggregators, and additional services. Ibragim Aushev, the owner of the FROM restaurant chain, told Izvestia about this on November 14.

According to the entrepreneur, when comparing prices, it is important to distinguish between the cost of the dish itself and the full amount that the buyer pays. Restaurants can set different prices for online and offline channels.

"Shipping requires additional costs for order processing, assembly and logistics. At the same time, the final cost of the order and service fees can be determined by the aggregator itself, and not by the institution," Aushev explained.

Another possible reason for the price discrepancy is the specifics of the delivery menu. As the expert noted, restaurants can adapt the assortment to online orders.

"Establishments can place a menu adapted for delivery in aggregators, since not all dishes tolerate transportation well. Accordingly, the cost may differ for this reason, even if the dishes are similar in many ways," the specialist noted.

Aushev added that some platforms have dynamic pricing. The delivery fee varies in real time depending on demand, time of day, and service usage. Therefore, the total amount of the order may increase, even if the price of the dish remains the same.

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Personal offers significantly affect the cost. According to Aushev, the terms may depend on whether the user has a subscription, purchase history, and other parameters. Such discounts are often linked to a specific sales channel, so two customers may see different amounts when ordering at the same time.

"At the same time, the difference in cost does not always mean that the restaurant arbitrarily changes prices. For businesses, online sales involve additional operating costs, but pricing must remain transparent," the restaurateur explained.

At the request of the guest, Aushev noted, the staff should be able to explain what makes up the total amount of the order in a particular sales channel. Some establishments are developing their own apps and delivery in order to build direct relationships with customers and manage costs. At the same time, aggregators help to attract a new audience and provide a familiar way of ordering for the consumer.

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Ksenia Lychagina, an international marketer, said on July 30 that the cost of goods and services is increasingly changing throughout the day due to the introduction of dynamic pricing, in which businesses take into account demand, seasonality, competitors' actions and other market factors.