Mark Perry, as always, is incisive and interesting in discussing the opportunity cost for customers waiting in line for restaurants. He points out the obvious: waiting in line is a cost to the customers. Folks that can pay those prices have a high opportunity cost. Why don’t they raise prices to reduce the lines? A debate ensues over understanding the restaurant business. I think both parties miss part of the point. Standing in line (or waiting at your computer for the concert or game tickets to become available) puts a cost on the customer. What they miss is that standing in line provides value to the restaurant. People are willing to stand in line for hours to eat at XYZ. It is the best advertising that any establishment could hope for.
It is also true that restaurants have a large fixed cost. Filling the place all night is a good financial strategy.
Buying tickets has the opportunities for market solutions because the seats are relatively far in the future. Restaurant seats are more of a challenge because of the short-term availability. Pricenomics recognizes that dynamic pricing is can be part of the restaurant solution too (it has long been in play for sports). Tuesday nights have short lines and often great specials.