Earlier this year, Applebee’s won the internet by launching its Date Night Pass subscription, which offered diners a year’s worth of date-night meals for $200. The subscription sold out in less than a minute, and Applebee’s quickly followed up by offering an additional 1,000 passes to accommodate customer demand.

This highlights a recent trend in pricing strategies: instead of first developing a product offering and later determining a pricing model, businesses are using pricing as the foundation to create new products. This approach increases customer satisfaction and ensures a business’s offering resonates with its target audience.

We surveyed more than 2,000 subscription business leaders from around the world to understand how they are responding to this pricing trend. We learned that businesses increasingly want to experiment with pricing models, but there is one thing in their way: their billing systems.

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Earlier this year, Applebee’s won the internet by launching its Date Night Pass subscription, which offered diners a year’s worth of date-night meals for $200. The subscription sold out in less than a minute, and Applebee’s quickly followed up by offering an additional 1,000 passes to accommodate customer demand.

This highlights a recent trend in pricing strategies: instead of first developing a product offering and later determining a pricing model, businesses are using pricing as the foundation to create new products. This approach increases customer satisfaction and ensures a business’s offering resonates with its target audience.

We surveyed more than 2,000 subscription business leaders from around the world to understand how they are responding to this pricing trend. We learned that businesses increasingly want to experiment with pricing models, but there is one thing in their way: their billing systems.

Earlier this year, Applebee’s won the internet by launching its Date Night Pass subscription, which offered diners a year’s worth of date-night meals for $200. The subscription sold out in less than a minute, and Applebee’s quickly followed up by offering an additional 1,000 passes to accommodate customer demand.

This highlights a recent trend in pricing strategies: instead of first developing a product offering and later determining a pricing model, businesses are using pricing as the foundation to create new products. This approach increases customer satisfaction and ensures a business’s offering resonates with its target audience.

We surveyed more than 2,000 subscription business leaders from around the world to understand how they are responding to this pricing trend. We learned that businesses increasingly want to experiment with pricing models, but there is one thing in their way: their billing systems.