Pricing Case Study: Would You Pay $30 for Domino's Pizza in Times Square on New Year's Eve?

When sellers of consumer products raise prices temporarily, it’s often mistaken for price gouging --- but it's not.

The Incident: $30 for a Large Domino’s Pizza

Here’s what happened. The regular menu price of a large three-topping Domino’s pizza nationally is around $16 (not including delivery charge, tax, or tip). Most of the time, with a coupon or a special deal, you can buy the pizza for considerably less than that.

However, for the past 15 years, on every New Year’…