In most cases, the menu prices are too low. You need to seriously consider "Raising your price". It is very difficult to make profit of any kind if your menu prices are too low. Do not, and I emphasize, DO NOT try to compete on price.

EVALUATE YOUR OWN MENU ON PRICE

If your restaurant marketing has been price-oriented, you need to educate your current and potential customers on the Value you give at your restaurant. And it's really your customer's perceived value that really matters. Think of all the ways that you can add value.

• An attractive, well kept and hospitable restaurant
• An interesting and descriptive menu
• Attractive and attentive employees
• Tasteful and relaxing background music
• Clean and pleasant surroundings
• Professionally uniformed, courteous and caring service staff
• A variety of options, specialty drinks, favorite go-alongs, dessert and after-dinner mint and/or beverage
• Delicious and well-presented food with extra touches
• A follow-up Thank you, bounce-back, special event invitations
• i.e. Birthday, Anniversary, Newsletters, special offers and extraordinary follow-up
• "WOW, EXCEPTIONAL SERVICE!"

Providing the above items will cost very little in money. Just time and attention to the details of training. In the mind of the customer, it is worth much, much more than what it actually costs you to provide these services. It is "WOW, EXCEPTIONAL SERVICE!" that will allow you to charge more. That is what perceived value is all about and it all starts in the mind of your customer.

If your focus has been on price, start giving your customers a new benchmark to compare your restaurant with.

"WOW, EXCEPTIONAL SERVICE!"

You cannot provide "WOW, EXCEPTIONAL SERVICE!" without developing a relationship with the guest? The guest dining cycle gives you the opportunity to have a planned series of contacts and events that allow you to Exceed the Expectations of your guests.

The guest dining cycle is a process that maximizes contact with the guest so you can determine the style of service that the guest wants, you can keep them satisfied and where you can receive feedback from the guest to ensure their satisfaction as you provide "WOW, EXCEPTIONAL SERVICE!"

If you add to your restaurant everything that is contained in "WOW, EXCEPTIONAL SERVICE!", the perceived value of your services to your customer will skyrocket and you will set a new benchmark, where price is not the issue... and you can raise your prices when you need to.