Donald Burns argues restaurants compete against home cooking, not other restaurants. When prices rise, guests expect a compelling reason to leave their couch. Owners must identify one factor—speed, warmth, energy, connection—that makes dining out undeniable, or lose the case.
So your prices aren't the real problem. Your guest experience is losing the argument against eating at home. Think about this. It's Thursday, 6:40. Your reservation book has big gaps in it. You're staring at empty tables, and across town, your potential guest is staring at a grocery bag, a comfortable couch, and their favorite show. Same night, 2 choices, and staying at home just got their vote. This is the competition most restaurant owners refuse to acknowledge. See, you raise prices to cover your rising costs and labor costs, but while you raise prices, your guests kind of raise their standard for what makes them want to leave home in the first place. Here's the truth. Guests aren't rejecting restaurants. They're rejecting restaurants that have an experience that can't beat leftovers on the couch. I mean, you're basically, you're like walking into court with a high price tag, but not a strong case. Because a bigger check cannot save an experience that just feels ordinary. So before you raise another price, ask yourself one critical question. Why should a guest choose your restaurant over eating at home tonight? Is it speed? The warmth? The energy? The connection? The occasion? Choose your answer. And here's the thing, then make it undeniable at every table for every guest on every shift. Win the argument. Don't just reprint menus. And if you want to figure this out, hit the link below.
If your restaurant only works because you work 80 hours a week, it doesn't work.
