Your shipping prices must be both profitable and competitive. If they are too expensive, you lose customers. If they are too low, you lose money. Competitive benchmarking helps you find the right balance.
Identify your 5 to 10 direct competitors on the platforms. Note the prices of their equivalent dishes, their menus, and their promotional offers. Conduct this benchmarking once per quarter as prices evolve.
Equal value comparison. A burger at 12 euros with fries and a drink is not comparable to a burger at 10 euros served alone. Bring the prices down to the “cost per satisfaction”: what does the customer receive for their money?
Your pricing strategy should reflect your brand positioning. If you present yourself as a premium restaurant, higher prices are justified and expected. If you’re aiming for volume, accessible prices are necessary.
Don’t get into a price war. Lowering your prices to match a low-cost competitor is rarely viable. Differentiate yourself by quality, service, generosity, or originality rather than by price.
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