Executive Summary
Restaurants are struggling due to the pandemic. Many won’t survive. To increase the odds of survival, restaurant owners should consider lowering the price of takeout meals to spur demand. But to limit the risk of short-term discounts leading customers to permanently devalue the restaurant’s offerings, owners should build in hurdles to make it harder for customers to claim the discount- – or to make it clear that prices will revert to normal when the crisis ends.
