Identity extras belong in the base price. Comfort extras should add a small but visible fee. Discovery extras can carry a premium — they are memorable and guests will pay for the novelty.

How to price each kind

• Identity extras — cheese on a burger, milk in coffee. Without them the product is not the product.
• Comfort extras — extra sauce, side of fries. Guests expect them but rarely budget for them.
• Discovery extras — a seasonal topping, a specialty syrup. Guests discover them on the menu.