5 levers to increase perceived value instantly

In our competitive industry, the battle isn’t just about who has the best ingredients or the most original menu—it’s about perception. Quality, contrary to popular belief, isn’t always objective. It’s often perceived, influenced by factors that go beyond the dish itself.

Let’s explore how we can dramatically increase the perceived quality of our offerings using five strategic levers.

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Lever 1: Premises

Your premises set the stage for customer expectations. Whether it’s the cozy, inviting ambiance of a cafe like an independent cafe, the sleek, modern vibe of a place like Shake Shack, or the efficient, straightforward setup of a Subway, your environment speaks volumes about the quality of your offerings. Here’s how to get the most out of the four walls of your restaurant:

• Align Your Interior Design with Your Brand: Ensure your restaurant’s design reflects the quality and style of your cuisine. If you aim for luxury, soft lighting and plush seating can make a significant difference. If it’s casual dining you’re after, a vibrant, open space with fun decor could be key. Lighting and sound are half the battle here, spend the money where it counts!
• Keep it Fresh: Regular updates to your decor can keep the environment fresh and inviting, which reinforces a high-quality perception.

Lever 2: Price

Price is more than just a number; it’s a direct signal of the value you believe your restaurant provides. Competing on price alone is a race to the bottom. Instead, enhance the perceived value of your offerings by justifying higher prices with better quality, service, and overall experience. Here’s how to use price as a tool:

• Adjust Pricing Based on Perceived Value: Consider small price increases but support them with improvements in service. This won’t cost you a penny and helps shift the focus from cost to value.
• Inform Your Customers: Use menu descriptions and staff interactions to explain the value behind your pricing, such as the sourcing of ingredients or the culinary techniques employed.

Lever 3: Packaging

Think of packaging not just as the physical wrapping but as the overall branding of your restaurant. This includes everything from the menu design to the uniforms of your staff, and even your online presence. Consistency across all touchpoints enhances brand cohesion and elevates perceived quality. This is how we package value effectively:

• Cohesive Brand Experience: Ensure that your brand’s visual elements (colors, fonts, logo) and tone of communication are consistent across all platforms, from your signage to your website and social media.
• Detail Orientation: Small details like the quality of paper for your menus or the presentation of your bills can enhance the perception of quality.

Lever 4: Plating

Presentation can transform a simple dish into a memorable experience. It’s about showing reverence for the ingredients and the preparation, turning each meal into a visual delight that justifies your pricing and enhances your restaurant’s reputation. Here are the keys to great plating:

• Elevate Your Dish Presentation: Whether we’re talking about plateware or paper goods, make the vehicle for your food into something eye catching and exciting to behold.
• Color Counts: Mix colors and textures to create something memorable for your guests.

Lever 5: Promotion

Promoting your restaurant should be about highlighting what makes you unique. Avoid the trap of discounting, which will devalue your brand. Instead, focus on creating and promoting one-of-a-kind experiences that resonate with quality and exclusivity. Here are my go-to promotional tactics:

• Unique Promotional Events: Host special events that align with your restaurant’s theme or culinary strengths. For example, wine tastings, chef’s table dinners, or cultural evenings can attract a clientele that appreciates and is willing to pay for curated experiences.
• Leverage Social Media: Use social media platforms to showcase the effort that goes into creating effortless experiences for your guests, enhancing the allure and perceived quality.

Outmaneuvering the Competition

In the end, your competitors are just cooking food. By strategically leveraging these five levers—premises, price, packaging, plating, and promotion—you can elevate the perceived quality of your restaurant and create a lasting impression that goes beyond the palate.

Harness these levers to not just compete, but dominate in the realm of perceived quality, ensuring that when customers choose where to dine, your restaurant stands out as the undeniable choice.

Click below to download our 5 Levers Worksheet, providing you with a breakdown on how to implement these strategies.

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