A TikTok video by Aribella Menold has brought attention to a Gen Z dining experience gone wrong, as the group unknowingly ordered two $52 ‘MKT’ steaks, resulting in a $159 bill. The incident, which occurred at a North Carolina restaurant, has sparked discussions about pricing transparency and market-based pricing practices in the restaurant industry. Menold’s video, showing her and siblings’ stunned reactions to the unexpected cost, has gained traction across social media platforms, with comments ranging from sympathy to criticism.
The situation has also raised questions about whether ‘MKT’ pricing is a scam or a legitimate business practice. In response, industry experts have called for greater transparency and customer education about the implications of market pricing in restaurant menus. Hal Lawlor, chief operating officer of Smokey Bones, a casual-dining chain operating dozens of barbecue joints, explained that some restaurants choose market pricing because premium items ‘can vary significantly in size and price throughout the year.’ Factors like seasonal availability, market demand, and sourcing conditions influence these fluctuations, he said. Steaks and lobster rolls are often labeled ‘MKT’ and may change in size, cut, and price at the time of purchase.
Lawlor encouraged customers to stay informed and not hesitate to ask servers about market-priced items. At Smokey Bones, servers are trained to inform guests about market-priced items to avoid surprises on the bill. If a restaurant does not provide this information automatically, he said, customers should feel empowered to ask. The incident involving Menold’s group has highlighted the need for greater awareness among diners about menu labels and pricing structures in the restaurant industry.