Bundle Pricing
Also called: combo pricing, meal deal pricing
What is Bundle Pricing?
Bundle pricing sells several items together for one price lower than their combined individual prices. Combo meals, service packages and starter kits are all bundles.
Why Bundle Pricing matters
A good bundle raises the average order value and moves the items you want to sell, while the discount is judged against the bundle rather than against any single item's price.
Bundle Pricing formula
Bundle contribution = Bundle price − Total variable cost of all items
Compare it with the contribution of the items sold separately at expected volumes.
How Bundle Pricing works in practice
Build bundles around a high-margin anchor so the discount is funded by the mix, and check the contribution of the bundle as a whole rather than of each component.
Worked example
A ₹249 combo of a ₹180 burger and a ₹90 drink discounts ₹21 but usually adds a drink that would not otherwise have been ordered.
Frequently asked questions
Only if they replace full-price purchases. When they add items to the basket, contribution usually rises.