[scott00]

'motivate customers to visit' - Some people like cheap stuff. Some amount of people who are not willing to pay x for a meal at noon might be willing to pay 0.9x at 2 pm. Other people have money and tight and inflexible schedules. Some of them may be more willing to visit at noon and pay 1.1x than they would be to visit at noon, wait in a 10 minute line, and pay x.

'enhance customer and crew experience' - Neither customers nor crew like it when the restaurant is busy enough that the line gets long. By making it more expensive to eat at peak times and less expensive to eat at off peak times, they think they can smooth out the demand schedule. Of course whether that's a net positive to any given consumer depends on their relative preferences on meal time, wait time, and meal cost. But the potential is there at least. On the crew side, a smoother demand schedule means they can either schedule fewer people on longer shifts, or if they keep schedules the same reduce the amount of "crunch time" during each shift.