Pricing complaint
How to reply to a pricing complaint Google review
Pricing complaints are the trickiest positive-brand reply to write. Get it wrong and you look defensive; get it right and you reassure the next customer that the price is deliberate.
Why it matters
Pricing is one of the top three review themes across every industry. A confident, unapologetic reply signals a business that stands behind its work.
Do this
- Acknowledge the perception without apologising for the number.
- Name what's included that the reviewer may not have counted.
- Point to a genuine lower-price option (lunch menu, off-peak, entry service).
Avoid this
- Apologising for your pricing.
- Blaming inflation or suppliers.
- Offering a discount to silence the review.
5 templates
1. Restaurant, tasting menu
Review
"£90 a head is a lot for a tasting menu."
Reply
"Hi Sam — the tasting menu is priced around eight courses, matched pairings, and four hours at the table. Our à la carte is £45 average if you'd prefer the shorter experience. — Marco, owner"
2. Salon, colour cost
Review
"£180 for a colour felt like a lot."
Reply
"Hi Priya — full colour with two stylists takes three hours and includes our aftercare pack. Our balayage refresh service is £110 for the same look extended between visits. — Ellie, owner"
3. Trades, hourly rate
Review
"£120 an hour is steep for a plumber."
Reply
"Hi Chris — our rate includes fully-insured, Gas-Safe registered engineers and a 12-month workmanship guarantee. Fixed-price quotes for common jobs are on our site. — Dave, owner"
4. Cafe, coffee price
Review
"£4 for a flat white is expensive."
Reply
"Hi Jamie — we use a small-lot roaster and pay above living wage. Our filter coffee is £2.80 and made on the same beans. — Jess, owner"
5. Hotel, room rate
Review
"£220 a night is a lot for a Tuesday."
Reply
"Hi Nadia — Tuesday rates match our Friday demand because of the conference calendar. Our Sunday-night rate is £145 and often the quietest night in the hotel. — Sam, GM"
FAQ
- Should we offer a discount to a reviewer complaining about price?
- No. It reads as buying the review off. Explain the value; point to a genuinely lower-priced option.
- Can we blame inflation for a price rise?
- Never blame — explain, if the reviewer asked. 'Costs' is a private conversation; 'value' is the public one.