It's not just the money. You also have the bad impression that this leaves in the minds of their guests, who feel like they're being ripped off. In my mind, i

It's not just the money. You also have the bad impression that this leaves in the minds of their guests, who feel like they're being ripped off. In my mind, it's similar to movie theaters charging upwards of $5 for a coke. I understand that movie theaters can charge what they want, but someone, somewhere has decided that the maximum profit is attained by these very high prices. But, look around the movie theater - relatively few people bought a coke. 90% of the audience are sitting thirsty for 2 hours. My suggestion is. Charge $2.25 for a coke. Publicize it, so that people know that you're the theater that doesn't rip people off. Being that theaters are always complaining that they make most of their money on concessions, you'd think that they'd want to differentiate themselves on the value they bring, rather than just fleecing their customers.