The Global Phenomenon of Abnormal Pricing in the Online Food & Beverage Industry}

The Global Phenomenon of Abnormal Pricing in the Online Food & Beverage Industry

The era of digital commerce presents a world of opportunity for businesses, but it also comes with its fair share of challenges. One significant issue is maintaining consistent pricing across various platforms and regions - a key factor in establishing customer trust and brand credibility. 

Our data reflects existing research findings. Businesses often adjust their prices in response to consumer feedback, with positive reviews leading to higher prices, and negative ones to lower prices [1]. It’s apparent that dynamic pricing strategies, powered by data analytics and pricing algorithms, are widely employed [2]. These aim to optimize prices based on various factors, like demand and time. Further, our data highlights the intense price competition among online food delivery platforms. Strategies such as discounts, promotions, and loyalty programs are commonplace, directly impacting the profit margins for both platforms and restaurants [3]. 

At Dashmote, we have an extensive overview of item pricing and fluctuations, allowing us to identify noteworthy instances of incorrect pricing in the food delivery sector. These examples underline the critical importance of price accuracy. Let's explore some of these instances.

Pricing Discrepancies: A Snapshot

Drawing on real-world data, we can gain a deeper insight into the magnitude of this issue and the importance of adopting strategies to counteract it. Our data reveals puzzling pricing discrepancies across various online delivery platforms. For instance, in the UK, a Pepsi Max listed on Deliveroo costs only £0.1, while a comparable Coca-Cola on Uber Eats is priced at £0.04. When we switch platforms to Just Eat, the price of the same Coca-Cola leaps to £0.15.

From Europe to Asia: A Global Challenge

The phenomenon of abnormal pricing is not limited to one country or platform - it extends globally, resulting in significant inconsistencies. In France, the issue is amplified with a Deliveroo-listed Coca-Cola priced inexplicably high at €399. Switching to Spain, we find surprising pricing on Glovo, where Monster Hunter Nintendo Switch games and accessories are fixed at €15000. Notably, 'Menu Cheesy Doritos' variants are priced extravagantly at €999.99 each, in stark contrast to their actual market value.

In Italy, on the Deliveroo platform, the price consistency takes an odd turn. Here, items as diverse as beverages to specific meal selections are uniformly priced at €0.1. Further anomalies appear in Greece on the Efood platform, where a broad assortment of beverages, including Coca-Cola and Sprite, are all listed at €0.1. Returning to France, a striking price variation can be observed on Deliveroo between a Red Bull energy drink listed for €0.1 and a 'Thieb bœuf' dish priced at a staggering €1.45 billion.

Turning our attention to Greece, we observe further anomalies on the Efood platform, where a wide variety of beverages, including Coca-Cola, Sprite, and even Fanta, are all listed at a consistent €0.1.

The issue isn't confined to Europe. Even in Asia, we see surprising examples. In China, on the platform, an interesting anomaly emerges where a popular meal - 'Spicy Hot Pot' is listed at an exorbitant ¥1800. This is a price significantly higher than the expected cost, proving that pricing inconsistencies pervade diverse geographies and platforms.

The Consequences of Abnormal Pricing

These examples shed light on the challenges businesses face when managing pricing across different platforms and countries. Abnormal pricing can create customer confusion, undermine trust, tarnish brand reputation, and even lead to significant business losses.

The reasons behind these pricing discrepancies can vary from simple data entry errors and issues with digital listing management, to complex platform-specific pricing algorithms. Regardless of the cause, the impact on businesses is consistently negative.

Navigating Abnormal Pricing

To combat this issue, businesses should perform regular audits of their product prices across all platforms and regions. Transparent pricing strategies and maintaining close relationships with online delivery partners are key to ensuring price consistency.In the dynamic landscape of online Food & Beverage commerce, your brand's credibility and customer loyalty hinge on your ability to provide a consistent and trustworthy experience.

Discover Dashmote

At Dashmote, we're committed to helping businesses navigate these challenges and succeed in the digital marketplace. As the leading big data and AI analytics company in the F&B industry, we empower brands to make strategic decisions based on comprehensive analysis and valuable insights into the food delivery market and F&B trends.

Ready to confront these abnormal pricing challenges and advance your online business? Get in touch with our team at Together, let's build a reliable and credible online presence for your Food & Beverage business.