Customers don’t care about pricing

Customers DON’T care about pricing.

That is….pricing alone.

If your restaurant offer is centered around pricing alone…guess what…that won’t be enough to drive the traffic and revenues you truly desire.

I’m talking about offers like:
– Bundles
– Loss leaders
– Category line pricing

These strategies revolve primarily around the allure of a sharp price point.

Don’t get me wrong; pricing is a formidable trigger that can pique interest and spur action.

What’s missing, you ask?

It’s about being the first thing that pops into your customer’s minds when they’re searching for a solution.

Why, you wonder?

Because you want to be the go-to option in your customers’ minds when they’re ready to make a purchase decision.

Let’s take a page from the playbook of a concept like CAVA.

Imagine a street corner.

Let’s say you have a CAVA on one side, and a family-run, fast-casual Mediterranean restaurant on the other.

Imagine their menus, service style, and experience are identical.

The Mediterranean restaurant, called “Mediterranean Kitchen” runs a “buy-one-get-one” promotion.

CAVA next door runs a promotion that plays into customer needs they can uniquely meet like “custom-made” and “health-conscious”–still with a sharp price point.

Once the promotion is gone, who do you think will be in a stronger position?

By weaving these benefits into their messaging (or some other unique selling point), they’re not just competing on price; they’re creating multiple reasons for customers to choose them over the competition, which translates to more reasons to use and pricing power.

Over time, the CAVA approach will generate 10x the foot traffic.

PRICING alone is NEVER enough.