Menu Costs in the Digital Age

Inflation imposes a number of costs on households and firms (see our discussion in Economics, Chapter 19, Section 19.7 and Macroeconomics, Chapter 19, Section 19.7). Economists call the costs to firms of changing prices menu costs. For instance, when supermarkets raise prices, employees have to spend time changing the prices posted on shelves. 

When restaurants raise prices, they have to print new menus (hence the general name economists give to these costs). Particularly during the Covid-19 pandemic, the trend toward having digital menus rather than paper ones increased.  But even with digital menus, a restaurant incurs some costs, as this sign in a coffee shop indicates. An employee has to update the digital menu to reflect the new prices and, in the meantime, the shop may experience friction from customers who see one price on the digital menu and are charged a higher price when they pay at the register. 

H/T Lena Buonanno

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