Peak load

I work in a building that houses about 5,000 people. It's nice that we have two coffee shops that serve us and save us from darting out to the Starbucks across the street. Problem is a very long line forms around 9am when most people come in. I was stading in line next to a manager and told him...maybe they ought to consider raising prices? Or start charging peak-load pricing. I bet some of these people in line would realize it's not really that important to get their coffee during that window of time.