Grumpy Old Restaurant Guy — December 2017

MORE IS BETTER
by Tom Rollert, Vice President of Culture Integration, Wray Executive Search

Tom Rollert, Vice President of Development, Wray Executive Search

Remember back, when Little Caesar’s was offering two pizzas for a price? This offer was perceived as buy one, get one free, not what it actually was – two pizzas for a price. Granted that the price was lower than two comparably sized pizzas at, say, Pizza Hut, but the quality was undeniably inferior… less cheese, less topping, less flavor. At that point competitors in the pizza sector, who had worked hard to reduce dependence on discounting, had to jump back into the discount arena in order to bring back market share.

The Lesson?

MORE OF AN OK THING IS BETTER THAN LESS OF A SUPERIOR THING!

So, where do we got our lesson? It’s simple. For all levels of food quality, from OK (it’s edible) to great – More Is Better.

For example, in QSR we see the success of “value” offers that provide more food at a low price point. In moderate priced eateries, large portion sizes are what impress the majority of guests. Top end representatives, like Cheesecake Factory and Ruth’s Chris very large portions of dependable, high quality food. At these more expensive restaurants, guests have learned to share, if they are concerned about either paying or eating too much.

Simply put, when it comes to food quality and quantity, the mantra should be:
I don’t care what others say, more is better and it’s here to stay!

More to come.

All the best,


Tom Rollert | VP | Culture Integration
tom.rollert@wraysearch.com
(801) 695-7741

 

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