Have you ever been to a high class restaurant and looked at the price of their hamburger? Most restaurants have one, even the really classy ones. It’s a safe bet to have on the menu in case there’s a picky eater in a group that may not want to try new things. The crazy thing, though, is that they’ll charge some outrageous price for that burger. $17, $18 even. How do they get away with it? Sure, the burger is probably delicious, but is it really worth two or three times as much as the burgers elsewhere? Despite what those restaurants would have you believe, the answer is probably not. So how do these high end establishments manage to charge so much for a standard hamburger? And more importantly, how do they get their customers to gladly pay it without even flinching, let alone complaining?
The answer? It’s all about presentation.
As a restaurant owner, I’m sure that you are aware that presentation is a key ingredient in any meal. How the food is arranged, and how appetizing it looks will affect your customer’s opinion’s of it almost as much as the smell and the taste. What you may not know, however, is that it’s not just how the food is arranged, it’s also the plate it sits on. That’s right, your customer will enjoy their food more, and more importantly, be willing to pay more for it, simply if it is on a nicer plate. We created this video to illustrate this point:
Notice how with each upgrade of china, the price increase seems to fit the dish. We used the same inexpensive burger for each shot, and yet the value of the whole dish more than tripled over the course of the video. All we had to do was change up the presentation a little.
Can you think of an easier way to increase profits in your restaurant? Making an initial investment in higher quality, unique tableware, will pay for itself 1000 times over by allowing you to charge extra for every dish you serve. Not only will your customers gladly pay more, they’ll enjoy the dining experience more as well, and keep coming back for more.
Want to learn more about how you can increase the value of the meals you serve? Contact your PJP Salesperson.