BOGOF can bog off

It’s an easy trap to fall into and I’ve seen many an F&B brand wrong-footed over the years but cheapening your menu is a mug’s game. 

Every time the economy sneezes, everyone screams for discounts. But, believe me, slashing prices to bring in a budget-conscious punter is a fatal short-term fix that destroys your brand and bottom line. 

I remember that restaurant inspector programme where the owner of a Caribbean place was doing deals on amazing spicy king prawn and mango even when the price of prawns had gone up by 50%. Unsurprisingly that restaurant is no longer operational. 

Instead of running endless “2-for-1s” that tell people your food is only worth half price, hospitality businesses need to focus on selling value and experience that justifies the price tag.

Look – if your customer is only loyal when you’re giving stuff away, they’re not your customer; they’re just a bargain hunter. You need to stop panicking and start proving that a £25 main course is worth £25 because of the quality, the service, the atmosphere, or the fact it doesn’t leave them with food guilt. 

Think about how you can add perceived value without reducing price.

Try small amuse-bouches, or unique local sourcing stories on the menu (I  got this Aglianico from Mario, an 89 year old Napoletano who looks like Elvis) a quick, heartfelt ‘thank you’ from the owner, or even just excellent staff training.

Supermarkets can do BOGOFs, but they can’t do any of this.

So, here’s my advice – don’t discount; elevate.
You can have that for free. 

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