What should you charge?

Sources

• Chipotle Mexican Grill annual report (Form 10-K), fiscal 2025 · Chipotle Mexican Grill, Inc., filed with the U.S. Securities and Exchange Commission, 2025
• Marriott International, Inc. Form 10-K for the fiscal year ended December 31, 2025 · Marriott International, Inc. (filed with the U.S. SEC), 2025
• McDonald's Corporation annual report (Form 10-K), fiscal 2025 · McDonald's Corporation, filed with the U.S. Securities and Exchange Commission, 2025
• Southwest Airlines Co. Form 10-K for the fiscal year ended December 31, 2025 · Southwest Airlines Co. (filed with the U.S. SEC), 2025

Every number

• $120example (example number: Simplified example: what a last-minute guest pays for a room that would sit empty.) · Simplified example: what a last-minute guest pays for a room that would sit empty.
• $30example (example number: Simplified example: cleaning, towels and the card fee for one occupied room, as in the lab later on.) · Simplified example: cleaning, towels and the card fee for one occupied room, as in the lab later on.
• 75%example (example number: Worked out from the example: the price minus the per-room costs, divided by the price.) · Worked out from the example: the price minus the per-room costs, divided by the price.
• 2.1%sec.gov ·2025 · Chipotle's menu price increase, fiscal 2025, from its annual report's results table.
• −2.9%sec.gov ·2025 · Change in transactions at restaurants open at least thirteen months, fiscal 2025.
• 2.9%sec.gov ·2025 · How much transactions fell at restaurants open at least thirteen months, fiscal 2025.
• 1.2%sec.gov ·2025 · Increase in the average check at the same restaurants, fiscal 2025.
• 1.7%sec.gov ·2025 · How much comparable restaurant sales fell, fiscal 2025.
• 2.9%sec.gov ·2025 · Chipotle's menu price increase, fiscal 2024, from the fiscal 2025 annual report's results table.
• 5.3%sec.gov ·2025 · Increase in transactions at comparable restaurants, fiscal 2024.
• $2.40example (example number: Simplified example: tortilla, eggs, potatoes, cheese, salsa and the wrapper for one burrito.) · Simplified example: tortilla, eggs, potatoes, cheese, salsa and the wrapper for one burrito.
• 30%example (example number: Simplified example: a food-cost target, the way the Restaurant track's first lesson prices a dish.) · Simplified example: a food-cost target, the way the Restaurant track's first lesson prices a dish.
• $8example (example number: Worked out from the example: the ingredient cost divided by the food-cost target.) · Worked out from the example: the ingredient cost divided by the food-cost target.
• $7.50example (example number: Simplified example: the cheapest breakfast burrito at cafés nearby.) · Simplified example: the cheapest breakfast burrito at cafés nearby.
• $10example (example number: Simplified example: the priciest breakfast burrito at cafés nearby.) · Simplified example: the priciest breakfast burrito at cafés nearby.
• $8.75example (example number: Simplified example: the price the owner picks.) · Simplified example: the price the owner picks.
• 27.4%example (example number: Worked out from the example cost and price.) · Worked out from the example cost and price.
• $190.33sec.gov ·2025 · Average daily rate, comparable systemwide hotels in the US and Canada, fiscal 2025.
• 69.5%sec.gov ·2025 · Occupancy, comparable systemwide hotels in the US and Canada, fiscal 2025.
• $132.35sec.gov ·2025 · Revenue per available room, comparable systemwide hotels in the US and Canada, fiscal 2025.
• $132.28sec.gov ·2025 · Worked out from the annual report: the average daily rate times occupancy. The report's own figure is a few cents higher because of rounding.
• $190example (example number: Simplified example: about what Marriott's US and Canadian hotels averaged a night in fiscal 2025.) · Simplified example: about what Marriott's US and Canadian hotels averaged a night in fiscal 2025.
• $160example (example number: Simplified example: a lower weeknight price for the lab's quick try.) · Simplified example: a lower weeknight price for the lab's quick try.
• $210example (example number: Simplified example: a higher weekend price for the lab's quick try.) · Simplified example: a higher weekend price for the lab's quick try.
• $130example (example number: Simplified example: a price low enough to fill nearly every room in the lab.) · Simplified example: a price low enough to fill nearly every room in the lab.
• $15example (example number: Simplified example: one week of drop-in classes at a small yoga studio: the lowest price tried.) · Simplified example: one week of drop-in classes at a small yoga studio: the lowest price tried.
• $20example (example number: Simplified example: one week of drop-in classes at a small yoga studio: the middle price tried.) · Simplified example: one week of drop-in classes at a small yoga studio: the middle price tried.
• $25example (example number: Simplified example: one week of drop-in classes at a small yoga studio: the highest price tried.) · Simplified example: one week of drop-in classes at a small yoga studio: the highest price tried.
• 120 visitsexample (example number: Simplified example: one week of drop-in classes at a small yoga studio: visits at the lowest price.) · Simplified example: one week of drop-in classes at a small yoga studio: visits at the lowest price.
• 100 visitsexample (example number: Simplified example: one week of drop-in classes at a small yoga studio: visits at the middle price.) · Simplified example: one week of drop-in classes at a small yoga studio: visits at the middle price.
• 70 visitsexample (example number: Simplified example: one week of drop-in classes at a small yoga studio: visits at the highest price.) · Simplified example: one week of drop-in classes at a small yoga studio: visits at the highest price.
• $3example (example number: Simplified example: towels, cleaning and the card fee for one visit.) · Simplified example: towels, cleaning and the card fee for one visit.
• $1,440example (example number: Worked out from the example: the lowest price minus the cost per visit, times the visits.) · Worked out from the example: the lowest price minus the cost per visit, times the visits.
• $1,700example (example number: Worked out from the example: the middle price minus the cost per visit, times the visits.) · Worked out from the example: the middle price minus the cost per visit, times the visits.
• $1,540example (example number: Worked out from the example: the highest price minus the cost per visit, times the visits.) · Worked out from the example: the highest price minus the cost per visit, times the visits.
• $12example (example number: Worked out from the example: what each visit leaves at the lowest price.) · Worked out from the example: what each visit leaves at the lowest price.
• $17example (example number: Worked out from the example: what each visit leaves at the middle price.) · Worked out from the example: what each visit leaves at the middle price.
• $22example (example number: Worked out from the example: what each visit leaves at the highest price.) · Worked out from the example: what each visit leaves at the highest price.