All good advice.
Make yourself look different than the previous owner and GIVE AWAY FOOD.
I built a chain on giving away free food because our product was so superior and something many people had never tasted before.
It always amazed me when franchisee’s would balk at giving away $100 in cost of goods but think nothing of $250 on a print ad.
Today here’s how I spin it to the new people in my new business with me.
Those customers get flyers all week long from many places and many of them all look the same.
Those pieces of paper all taste the same, so how do they know our product is better than everyone else’s ? The key is to get our product into their hands (and mouths) once.
Every store I’ve opened and every franchise we opened we would always find “car dealer row” and the other business areas and drop off some product.
Within a day or two most places ordered/order enough to pay for the freebie they got.
Heck many places would just order because they thought it was cool we gave them free stuff.
So how many pies or wings or whatever could you send out for $100 your cost ?
Do you, would you do this in conjunction with flyers/doorhangers every three weeks ?
If direct marketing postcards, doorhangers, flyers … are good reminders to your “slow” customers wouldn’t your “superior” products hot and fresh in their hands and mouth be another effective “tool”?
If it’s suppose to be all about the product then why not make it all about the product.
When we would Grand Open a store we would have a 2-3 hour period where we would have a free sampling give away. We did this with every store, large city or small town. You talk about a crowd!! People love “FREE” and people love good quality food.
I’ll close with a couple other “pricing diffusers”.
Customer says, “So and so sells their (whatever) for X amount cheaper.”
Reply, " You’re absolutely right that they’re cheaper because they use cheaper product and ingredients.
If I bought frozen (for god knows how long) chicken wings 50 cents a pound cheaper I could sell it at that price also.
But we use fresh chicken that’s cooked to order in a higher quality more expensive cooking oil.
You get a nice hot fresh superior product for just a little bit more."
“You work hard for your money, don’t you? I know I work hard for my money. When you spend your money don’t you want to spend it on something that you know is of good quality and the quality of the work put into making it for you is the same high quality of work you do to earn your money?”