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Successful Restaurants Don't Compete on Price
During the last month we met personally with three very successful
Florida Restaurant and Lodging association members who operate QSR,
casual dining, and fine dining restaurants.
While I could list many factors for their success, one common
characteristic in all three what that they weren't the least
expensive dining choice in their area and two even admitted their
customers paid a bit of a premium to eat at their restaurants.
These operators realize that while people want a good deal, price is rarely the number one criteria people use to choose a
restaurant. After customers leave, they will rarely remember
exactly what they spent, but they WILL remember whether they liked
it or not.
Instead of competing on price, the restaurants we visited
demonstrated an almost fanatical commitment to delivering high
quality food in a friendly, courteous manner to each and every
guest.
No matter what you charge, someone can always charge less either
because they're more efficient or because they don't have a clue
what they're doing.
Focus on being good, not cheap.
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