How do you raise prices?
At a glance:
You have to say you’re increasing prices. Then you have to say why. And, timing matters.
WHAT IT IS
A practical playbook for when and how to communicate price increases. In relationship-driven parts of the business (subscriptions, retainers, B2B contracts, key accounts), that usually means a plain-language heads-up: say you’re raising prices, explain why in terms of inputs or protected value, keep it short, and give people time to adjust. In more volatile or low-involvement categories (gas, groceries, ecommerce search results) or infrequent durables (appliances), the bar is different: customers already expect prices to move, so the job is clear, honest pricing at the point of decision and extra communication only when you’re changing how prices are set, not just nudging the level.
WHY IT MATTERS
Clarity and timing shape perceptions of fairness. When buyers understand what’s changing, why it’s changing now, and what you’re protecting (quality, service levels, guarantees), they accept changes more readily and churn less. Euphemisms, hedging, and late surprises tend to do the opposite.
CASE FILE
Chipotle’s Burrito Math: Guac Costs + Crew Costs
“For the first time in over a year, we have taken a modest price increase of ~2% nationally to offset inflation”
– Laurie Schalow, Chief Corporate Affairs Officer, December 2024 Statement
Setup. Tight labor markets and ingredient inflation (beef, dairy, and, of course, avocados) kept pressure on Chipotle’s margins. After implementing localized hikes in California tied to the $20 fast-food minimum wage, Chipotle faced the question of how to nudge prices nationally without dinging traffic or value perception.
Move. In December 2024, Chipotle rolled out a 2% nationwide increase and explicitly framed it as an inflation offset. Those earlier 6-7% regional moves in California were tied to wage law changes – and communicated as targeted, input-linked adjustments.
Outcome. The company signaled stable (even increased) demand and manageable elasticity: low-single-digit cost inflation on sales and labor, continued unit expansion, and competitive positions (a chicken burrito still costs around $10 in Cali). The message to consumers? Small, transparent changes that protect service and portions.
Lessons.
Tie increases to concrete inputs and wages. Use plain language that links small, absolute changes to specific cost drivers (wage laws, those pesky avocados). Coupled with continued service and quality product, it reads as stewardship, not opportunism.
Sequence and localize before you nationalize. Pilot targeted, regional changes when a law or input shock hits one market (i.e., California), watch subsequent behavior, then apply a lighter national nudge.
Mind the “total burden.” Use comms that emphasize “modest” increases to “offset inflation.” It can also be the difference in framing between dollars and percentages (e.g., “+$0.20-$0.40 on some items) while reaffirming value and portions to keep perceived burden low.
Framework:
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The research shows that sugar-coating your language (“price adjustment”) or burying it in fine print is liable to backfire. Transparency and honesty (especially coupled with a reason – more on that later) are more likely to maintain trust.
Takeaway: Keep your comms around price increases short and factual while avoiding euphemisms.
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Consumers don’t track every change the same way. People often ignore small price moves inside a zone of indifference, and sensitivity only kicks in once changes cross a category- and context-specific threshold. That’s especially true for routine, algorithmically priced goods where prices move around in the background. But in subscriptions and B2B contracts, customers do monitor line items and judge unannounced jumps as unfair unless they’re clearly tied to costs or value.
Takeaway: Match your communication strategy to the relationship and category: quiet, clearly displayed prices for routine, volatile goods; explicit, proactive explanations when you change the level or logic of pricing in ongoing relationships.
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If you want to increase customers’ receptivity to a price increase, they need an explanation for why it’s happening. Fundamentally, your level of transparency translates to how fair consumers think price increases are. Also important: your motive. Cost-justified motives and value narratives generally track, while “higher demand” or “scarcity” tend to leave customers feeling exploited (as they do when no explanation is offered.)
Takeaway: Frame the explanation around maintaining or enhancing value for the customer.
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It’s a case of “methinks the seller doth protest too much.” In other words, apologizing or providing lengthy explanations tends to make customers think you’ve got something to hide. Keep it short, provide the main reason for the increase, and double down on your commitment to providing quality and service.
Takeaway: Have a reason anchored in data and customer value – then stick to that reason.
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If you want to keep relationships with customers (particularly B2B or subscription customers) healthy during a price increase, it’s worth it to add in a few months of padding. Allowing customers time to re-budget or adjust can soften reactions, as can timing your communications to align with a positive engagement or product update.
Takeaway: Structure in advance notice to your price increases to reduce shock and show respect – and to give yourself time to equip your frontline team with FAQ and talking points.
OPERATOR CHECKLIST
◻️ The first sentence of our planned comms says “price increase” (or “prices are going up”) plainly – no “adjustments,” “updates,” or “rebalancing.”
◻️ We have one clear sentence that explains why now that’s tied to inputs or protected value (quality, service levels, guarantees) – not “because we can.”
◻️ Our message fits on one screen: what’s changing, why, when, and what stays the same – with a concrete example invoice or order.
◻️ Customers get meaningful notice (e.g., 30-90 days for B2B or subscriptions) and the effective date is unambiguous.
◻️ Our frontline teams have a short FAQ and 2-3 approved response scripts before the announcement goes out.
◻️ There are defined guardrails for the change (acceptable churn, support load, mix shift) and a simple way to monitor them for 30-90 days.
◻️ One owner is accountable for the comms package (pricing + CX + ops sign-off), so there aren’t competing versions in the wild.
SIGNAL TO WATCH
If your team is spending more time defending the wording of the announcement than the reason for the change (you’re seeing long emails, apologetic calls, and “price adjustment” euphemisms), you might need to rethink the transparency and content of your comms.
ONE QUICK ACTION
Ship a one-screen announcement template and calendar it:
First line: “We’re increasing prices on [X] effective [DATE].”
Second line: One sentence “why” tied to inputs or protected value (no apologies).
Third line: New total or example invoice (don’t make them do math) + effective date and notice window.
Footer: Link to short FAQ and frontline talking points.
COMMON TRAPS
Hiding the increase in fine print, footers, or marketing fluff (“exciting updates!”) instead of stating it directly.
Using euphemisms (“price adjustment,” “harmonization,” “correction”) that make customers feel you’re dodging the truth.
Overexplaining or apologizing so much that you sound guilty – long letters, multiple justifications, or defensive tone.
Pointing to motives customers hate (“high demand,” “because we’re premium now”) instead of grounded cost/value reasons.
Announcing late – days before renewal or implementation – so customers feel ambushed and escalate instead of engaging.
Forgetting to show the new total (or a before/after example), forcing customers to do math and flood support with “how much is this, actually?”
Letting Sales, CS, and Finance improvise their own explanations because they never got a shared FAQ or scripting.
Experiment:
PILOT: PRICE INCREASE + COMMS
What it’s for: Run a simple [5%] price-increase pilot on one tightly scoped slice with plain-language comms and a 10-min/week scorecard so you can confidently roll, tune, or revert in 30 days.
Who it’s for: Pricing/RevOps owner running a small pilot with light support from Sales/CS/Marketing.
What it does: Tests a [+5%] price increase on one slice (SKU/plan × region/segment/channel) with clear comms, minimal operational disruption, and fast learnings.
Use when you need…
Clarity: Everyone knows what “good” looks like before you change a single price.
Speed: Week 0 setup in ~30 minutes, then a 10-minute weekly scorecard that forces a Day-30 call: roll, tune, or revert.
Strategic insight: You get a clean read on how customers actually react (volume + friction) and what to say next time without building a pricing science project.
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