It doesn't bother me a bit. We all know prices are going up. You can't raise wages as fast as they have been and not expect it. You can't have crazy inflation like we've seen over the last couple years not impact prices. I would rather have prices go up when during peak hours and not as much when they aren't busy. Either people will adjust their habits on when they eat (if they can), accept the higher prices, or (not very likely) not eat at that establishment. They are already doing it when they offer deals for using their app to order. What do you think coupons are for?