The magic of price-ending choices in European restaurants: A comparative study Article

Hu, HH, Parsa, HG, Zhao, JL. (2006). The magic of price-ending choices in European restaurants: A comparative study . INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, 18(2), 110-122. 10.1108/09596110610646664

cited authors

  • Hu, HH; Parsa, HG; Zhao, JL



  • Purpose - The aim of this paper is to understand the price-ending strategies in European restaurants and make practical suggestions to the managers. Design/methodology/approach - Data were collected from restaurant menus in three European countries. Results were compared with those of USA and Taiwan. Findings - The price-ending strategies of European restaurants are distinctly different from those of the USA and, interestingly, have more in common with those of Taiwan. Research limitations/implications - The small sample size is a concern. Data were limited to three countries. Inclusion of more European restaurants is highly desired, especially with the Euro as a common currency. Practical implications - Restaurant companies could have better understanding of the impact of cultural differences, while implementing price-ending strategies. Originality/value - This paper presents a case where cultural differences are of significant economic value in setting restaurant menu prices. In Europe, dining out is considered more a cultural activity than a utilitarian participation. The historical roots of the usage of digit zero in a European context are presented here. © Emerald Group Publishing Limited.

publication date

  • April 17, 2006

Digital Object Identifier (DOI)

start page

  • 110

end page

  • 122


  • 18


  • 2