Especially the thick menu, the front page is full of signature hard dishes, and the price is much more expensive than the back. From this perspective, customers are still very sensitive to the price, but sometimes they don't seem to care too much. It seems acceptable to sell the same ingredients at different prices in different stores.
For example, a very ordinary dish of green vegetables, a restaurant with a good home decoration and a good location sells a copy of 25 yuan, and customers will not feel expensive; In a small restaurant or street food stall in the community, customers feel that 12 yuan's big plate is fine. Even if he knows that the cost of selling this dish in these two places may not exceed 5 yuan.
In this way, in different restaurants, the price range that customers can accept for the same dish seems to be wider, and the expensive and cheap ones are almost the same. Then if you want PK to get rid of competitors, make more money and sell at higher prices, isn't it better? If you notice the example I cited earlier, this happens between "a restaurant with better decoration and better location" and "a small restaurant or street food stall", and their environment, location, restaurant style and grade are very different.
If it is more expensive than you, customers are more likely to have the reaction of the first example: I feel that my wallet is not safe. For the sake of my wallet and face, I'd better change to another restaurant. Therefore, in order to sell a price higher than that of peers or even several times, the value that customers are willing to consume is definitely not the product itself, but more importantly, what is behind it, so that customers are willing to pay more.
For example, cost performance. Even if everyone has some spare money in their hands now, the concept of "one price, one goods" is still deeply rooted. If something is more valuable, customers with higher prices will be willing to accept it. A restaurant in Taiwan Province Province called NiuBaba Beef Noodles costs about 2,000 yuan for a bowl of beef noodles. This bowl of beef noodles is the result of selecting top beef from all over the world at a cost of 6.5438+0.2 million yuan. In order to preserve the flavor of beef soup, the beef was fried thousands of times. The final price is the price given by the customer after tasting. With careful materials, customers are naturally willing to pay more.
Because it's worth it, it's acceptable to be more expensive. Another example is experience. Now, as the main consumer, the post-90s generation no longer only cares about cheap and good quality, but also cares about "tonality". The "cat coffee" developed from loving cats can be said to be born for experience. In order to enjoy the fun of "sucking cats", consumers will consume the drinks in cat coffee, even though the brewed coffee is more expensive than Starbucks. Experience it. It doesn't matter if it's expensive or not. It can be seen that whether the dishes are expensive or cheap depends on other factors besides the cost of raw materials and the difficulty of making them.