News Disney CFO Hugh Johnston Says Dynamic Pricing Is Coming to the Parks

[Sirwalterraleigh]

One bird continues to be DESPERATE to defend this press debaucle…standard operating procedure.

You know…it’s entirely possible that HUGE Johnson may have just screwed up? As in a low talent soldier of the empire said what he thought would sound good for investors but lit like a forest fire for…you know…the actual customers?

Not like that can’t happen

 

[Sirwalterraleigh]

Wait your saw the prices…and repeatedly made the decision to make each Individual purchase. And now you want to about it? Honestly are you just that big of a troll and waste of space that you buys things then complain later as to play the BS narrative here? OR are really that dumb that you can’t control your spending? Especially considering you do nothing but on these forums about prices and Disney value? So we are supposed to take you seriously that you think they are so overpriced it then still went and bought stuff anyway? .

Stick with the tasks the central committee assigns you…it’s your “lane”

This isn’t that hard to grasp. The parks - specifically Epcot…have become a micro transaction via Apple Pay every 4 feet.

Didn’t they always bombard you? Yeah…but the appeal was your ride all day pass that granted as much access as you could muster in your legs and excellent sit down dining that allowed for rest and some unwind. And then a stop in the giftshop.

Whatever highly overpriced ticket you buy now is just a gateway…not for T-shirt and plushies…but basics that have you questioning why? It’s a good way to collapse the model…which never needed “fixing”

 

[jah4955]

I don't think it will minute by minute change but I could see a daily change depending on crowd level. That IMO is bad way to run things.
This is all to keep those profits improving each quarter.

The poor cast members who'll have to keep changing all those signs in the confectionery over and over...back and forth

 

[Baron Von Capybara]

Been to DLP twice this year and haven't noticed any changes in food pricing.

 

[John park hopper]

The poor cast members who'll have to keep changing all those signs in the confectionery over and over...back and forth

They will just post a sign "prices will vary by the hour." Don't ask we won't tell

 

["El Gran Magnifico"]

“Overpriced” is subjective. I think most feel it is overpriced for the value and quality you receive. There are a minority that don’t. More power to ya.

I think we can all agree that Disney has become for a long while a Predatory company.

And I feel that is much worse than offering an overpriced vacation.

 

[lentesta]

I don't think it will minute by minute change but I could see a daily change depending on crowd level. That IMO is bad way to run things.
This is all to keep those profits improving each quarter.

I’ll bet it changes during the day.

 

[Trauma]

Been to DLP twice this year and haven't noticed any changes in food pricing.

I’m using AI for this because I want to be as accurate as possible.



Some recent coverage of Disney’s pricing strategy quotes Hugh Johnston talking about pricing across “tickets, food & beverage, merchandise” and “yield management” as a general philosophy.


That has led to scary headlines like “Disney to tweak prices on tickets, food and merchandise.” But if you read the details:

• The only clearly described dynamic system actually in use right now at Disneyland Paris is for park tickets.
• For food, what we objectively see is:
  • bigger across-the-board menu hikes (especially 2025 holiday season), and
  • fixed surcharges on specific dates (Christmas Eve, New Year’s Eve, etc.),
    not live day-to-day algorithmic changes.

If Disney ever started true dynamic pricing on food (e.g., your Coke costs €3.50 in the morning and €4.20 that afternoon because the park is busy), it would be a huge consumer story—so far there’s no credible reporting that Disneyland Paris is doing this.

 

[Baron Von Capybara]

Because AI is entirely accurate

 

[Chi84]

Because AI is entirely accurate

It’s good for some things but terribly inaccurate for others.

 

[Trauma]

Because AI is entirely accurate

Ok then the AI is wrong and Disneyland Paris is actually changing food prices throughout the day.

I will wait for your evidence.


It will be a long wait.

 

[Baron Von Capybara]

Ok then the AI is wrong and Disneyland Paris is actually changing food prices throughout the day.

I will wait for your evidence.


It will be a long wait.

Well I will wait on your actual evidence first.

I won't wait as you obviously have none.

 

["El Gran Magnifico"]

Ok then the AI is wrong and Disneyland Paris is actually changing food prices throughout the day.

I will wait for your evidence.


It will be a long wait.

I didn’t want you to wait too long.

The question now becomes: “were you accurate?”

 

[Chi84]

Well I will wait on your actual evidence first.

I won't wait as you obviously have none.

While we’re all waiting, didn’t you just say you were at DLP and didn’t notice any changes in food pricing?

It’s difficult to prove a negative but I read all of the statements and there wasn’t any mention of applying dynamic pricing to beverages or merchandise.

That said, @lentesta has made some comments that make it seem it could be on the horizon.

 

[Angel Ariel]

nearly every flight has a connection with a layover now… and all at the same price, or higher, than their competitors.

BWI was similar as a SW hub, but this year especially we really noticed the cutback in nonstop flights available to MCO and the price hikes.

 

[Chi84]

I didn’t want you to wait too long.

View attachment 893867

The question now becomes: “were you accurate?”

Well I conclude that it lies because it’s at reasoning.

 

[Baron Von Capybara]

While we’re all waiting, didn’t you just say you were at DLP and didn’t notice any changes in food pricing?

It’s difficult to prove a negative but I read all of the statements and there wasn’t any mention of applying dynamic pricing to beverages or merchandise.

That said, @lentesta has made some comments that make it seem it could be on the horizon.

We were there at a quiet time and a busy holiday period and noticed no changes to several meals we had that were the same.
If there was dynamic pricing on food then surely the holiday period would have been more expensive

 

[Sirwalterraleigh]

I’ll bet it changes during the day.

I’ll get my popcorn and watch that play

…I’ll just need extra money incase the price changes

 

[Sirwalterraleigh]

I agree about southwest

Flew it from Philly for about the first 10 years…and then it hit the wall. Ridiculous fees and few flights…almost no nonstops

They tried to blame Boeing…

But really they jumped the shark when they bought AirTran (valuejet)…which sucked just as hard as spirit

 

[Sirwalterraleigh]

Ok then the AI is wrong and Disneyland Paris is actually changing food prices throughout the day.

I will wait for your evidence.


It will be a long wait.

Well I will wait on your actual evidence first.

I won't wait as you obviously have none.

You damn kids stop fighting…don’t make me pull this electric car over