Surge pricing creeps over to restaurants, bowling alleys

We've all seen airline ticket prices vary based on seat location in the aircraft and the plane's time and date of departure, but other businesses, like restaurants and theaters, are increasingly changing their prices as well to better balance supply and demand. 

The tactic, commonly referred to as surge pricing, or dynamic pricing, was once largely limited to large corporations in the airline and ride-share spaces.

Now fitness studios, movie theaters, bowling alleys and even restaurants are charging customers different prices for the same goods and services, to better regulate customer demand — and effectively cater to consumers who are willing to pay up.