bicker said:
There is no question in my mind that Disney has been under-pricing the Dining Plan since 2005.
I don't think the dining plan was under-priced as much as Disney didn't anticipate how guests would use/abuse the plan. I doubt Disney anticipated the number of guests who wouldn't "waste" a child credit on an child meal. I don't think Disney anticipated the number of guests who would stretch their credits, thereby reducing restaurant capacity, by sharing meals. I don't think Disney anticipated the extent guests would be looking to "max" out the plan by gravitating to ordering the most expensive menu item and the most expensive restaurants.
I think the dining plan was fairly priced, based on how guest normally order food but not based on the ways guests were able to "game" the plan.
Interesting discussion, and I think you are both right.
I think, on the one hand, Disney intentionally priced the
DDP low because - as we've all said a hundred times - DDP was primarily a
sleeping room promotion, not a dining promotion. As Lewisc correctly reminded us in another post, except for DVC owners, you don't just buy DDP. You have to pay a certain rate for your room, get park tickets you may or may not need, and then pay for DDP on top of that. So...was DDP underpriced if you only consider the food part of it? Of course it was.
But - as we've all said many times -
DDP is part of a package, not a menu item that you choose or don't choose. So I think you can't take the
"underpricing" of DDP out of that context. DDP is the underpriced
component of the overall package.
I also agree with Lewisc - and bicker has said this forever also - the degree to which folks "gamed" DDP has come back to haunt us.
We have seen the results in the new restrictions and controls on adult/child credits. Those restrictions and controls were directed at a group of customers who Disney clearly does NOT want back on DDP.
I'm always a bit amused by folks who come on this board and rant about the unfairness of the new restrictions, and say they're never doing DDP again...so there! Got news for you folks...hello???
I'm sure some of the "gaming" is also reflected in whatever reductions in benefits and/or price increases we see. I hate to be cliche, but there truly is "no such thing as a free lunch."
Finally -- and this is something we almost always overlook because we are looking at DDP from
our perspective -- much of the evolution of DDP is due to the constant tinkering with the product to improve the revenue model. Disney is not in business to make the same profit levels they made last year. Neither is any other company. They are constantly looking to improve -- and improvement to the shareholders means increased revenues, reduced expenses, and growing profits. If you eliminate the gratuity on DDP and make other adjustments, and improve your bottom line $10
per day per guest, you have grown profits substantially.