How do you tell customers about a price increase?
Many owners put off a price rise for fear of losing customers, then apply it overnight when they have no choice. That is what upsets people: the surprise, not the increase itself. Customers know costs are going up everywhere. What they dislike is finding out at the till.
This guide gives you a method and the words. If you first need to rework your prices, see food cost and menu pricing.
When should you tell customers, and who first?
| Who | When | How |
|---|---|---|
| Customers with an accepted quote or prepaid package | No increase on what is agreed | Reassure them if they ask |
| Customers with a quote still open | The quote stands until its expiry date | Remind them of the date |
| Regulars and email subscribers | 3 to 4 weeks ahead | Personal email |
| Business customers (catering, office lunches, maintenance) | 1 to 2 months ahead, or as your contract says | Letter or email with the new price list |
| Walk-in customers | On the day | Clear signs, updated menu and website |
Avoid announcing a rise in your busiest week or right before a holiday when people compare a lot. A new season or a new menu is a good moment: something new arrives with the new price.
- List of customers to tell personally
- Start date chosen and written down
- Open quotes and packages checked
- New menu, labels and price list ready
- A standard reply ready for questions
Free tool, no sign-up
Review reply templates
Ready-to-adapt replies by trade and situation, including reviews that complain about prices.
How do you explain it without over-apologising?
A good announcement fits in four sentences:
- What is changing: “From 1 February, some of our prices are going up.”
- Why, in one true sentence: “Flour, butter and energy have all gone up sharply this year.”
- What is not changing: “We still bake everything here, with the same suppliers.”
- Thanks: “Thank you for sticking with us.”
Only give reasons that are real. Do not promise a future price cut you cannot deliver, and do not apologise at length: sounding embarrassed makes the increase look unjustified.
What pricing rules apply in the UK?
The Competition and Markets Authority published its price transparency guidance (CMA209) in November 2025. It covers what to include in pricing information, including mandatory fees, taxes and charges, and explains two practices to avoid:
- Drip pricing: adding mandatory charges piece by piece as the customer goes through a purchase.
- Partitioned pricing: showing the parts of a price without the overall amount the customer will pay.
For a small business announcing a price rise, the practical lesson is simple: the price people see on your menu, shelf label, website or booking page should be the price they pay, including any compulsory charge. If you add a fixed service charge or a card fee, it belongs in the headline price, not in small print at the end.
For trades, a quote already accepted is a price you have committed to. Citizens Advice tells customers that rising costs after a quote was given do not justify charging more for that job. Put a validity period on new quotes (see our guide on how to write a quote).
Update the online versions too: website, online menu, Google profile and booking or delivery platforms. If your menu is online, our free menu QR code generator always points to the current version.
Price increase templates to copy
1. Notice in the shop or on the bar
To our customers
From [date], some of our prices are changing. The cost of [ingredients / energy / our suppliers] has risen a lot, and we have chosen not to change [the quality of what we make / our recipes / our portions].
Thank you for your support.
[First name] and the team at [Name]
2. Email to regular customers
Subject: A heads-up from [Name] before it goes on the board
Hi [First name],
You are one of our regulars, so we wanted you to hear it from us first: from [date], some of our prices will go up by around [amount or percentage].
Over the past months, [real reason in one sentence]. We have absorbed what we could, but we do not want to cut corners on [what makes you good].
What stays the same: [the £X lunch deal / the same local suppliers / the same welcome].
Thanks for being with us,
[First name], [Name]Prefer not to hear from us? Just reply “unsubscribe”.
3. Letter to business customers
Subject: Updated prices from [date]
Dear [Name],
Thank you for continuing to work with [Business]. In line with [our terms / our agreement of date], our prices will change from [date]. The new price list is attached.
Orders and quotes accepted before that date will be invoiced as agreed. I would be glad to talk it through and look at the option that suits you best.
Kind regards,
[Name], [Role]
4. Instagram or Facebook post
A quick, honest note 💬 From [date], some menu prices are changing. [Reason in one sentence]. We are keeping [what matters: the sourdough, fresh produce, the same recipes]. And the [deal / size / service] at [price] stays for anyone on a budget. Thanks for always being here 🙏
5. A line for staff at the till
“Yes, we had to put some prices up from [date]: [reason in one sentence]. Nothing has changed in [quality]. If you like, the [lighter option] is [price].”
What to highlight, trade by trade
| Trade | Usual real reason | What stays the same | Budget option |
|---|---|---|---|
| Bakery | Flour, butter, oven energy | Baked on site, slow fermentation | Small loaf, day-old bread |
| Restaurant or café | Fresh produce, energy, wages | Cooked from scratch, local suppliers | Lunch deal, dish of the day |
| Pub or bar | Brewery and supplier prices | Welcome, range of drinks | Happy hour, house pour |
| Hair or beauty salon | Products, training, rent | Time spent, advice | Basic service, student price |
| Tradesperson | Materials, fuel, insurance | Guarantees, workmanship | Alternative material |
| Garage | Parts, hourly rate | Diagnostics, honest advice | Quality equivalent parts |
| Hotel or B&B | Energy, laundry, breakfast | Welcome, local produce | Room-only rate, longer stays |
How do you reply to a review complaining about prices?
After a price rise, expect one or two reviews to mention it. Always reply, calmly, without trying to win the argument: your reply is mostly for future customers reading it.
Hi [First name], thanks for taking the time to write. You are right, our prices changed on [date]: [reason in one sentence]. We chose to keep [what makes us good], and the [deal / service] at [price] is still there for anyone who prefers it. We hope to see you again soon. [First name], [Name]
Hi [First name], thank you for the feedback. We understand the new prices came as a surprise. They are shown [in the window / on our website] and we announced them in advance, but we could have explained it better at the counter, and we have taken that on board. Hope to welcome you back. [First name]
For other situations, our free review reply templates are sorted by trade, and the AI review reply generator drafts a reply to the exact review you received.
What needs updating on the day?
- Shelf labels, boards and the menu in the window
- Menus handed to customers
- Till and card terminal
- Website and online menu
- Google profile (menu, services, products)
- Booking and delivery platforms
- Quote templates and terms
- Gift vouchers: say whether they hold a cash value or a named service
The voucher point avoids arguments: a “£50 voucher” keeps its cash value; a voucher “for one facial” entitles the holder to that facial whatever it now costs. Choose one format and print it on the voucher.
If your menu is on your Google profile, our guide to adding a menu to Google Business Profile shows how to edit it.
How do you keep customers after a rise?
A price rise is a good moment to remind people why they come to you:
- Show the work: the 5am bake, the farmer delivering, the tidy finished job. Our local business marketing ideas give more.
- Thank your regulars: a small gesture in the first week (never tied to leaving a review).
- Raise the bar on details: when the price goes up, so do expectations. Welcome, cleanliness and consistency become more visible.
- Keep reviews coming: recent, positive reviews reassure new customers about value. See how to get more Google reviews.
Our guide to customer retention for small businesses covers the levers that matter most for a local business.
Trading in France? Cafés and restaurants there must show net prices “service compris” and display menus and at least five wine prices outside during service; our French version covers those rules.
The steps at a glance
Steps to announce and apply a price rise without surprising customers.
- Pick the date. Ideally a new season or new menu, away from your busiest weeks.
- Check existing commitments. Accepted quotes, prepaid packages, business contracts.
- Tell your regulars. An email or personal word three to four weeks ahead.
- Prepare every display. Sign, menu, labels, website, Google profile, quote templates.
- Brief your team. One simple, honest sentence for the till.
- Handle reactions. Reply to reviews and messages calmly, with a budget option.
Do it without spending your evenings on it
Voxtya Review replies
A reply is ready as soon as a review arrives, in your tone and with your signature: you read, approve and post. €29/month, 30-day free trial.
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Sources
The rules quoted in this guide come from these official pages, checked on October 18, 2026.