Of all the questions FM readers ask, the one that seems most perennial is, "Why are customers willing to pay more for a meal on the street than they would in my cafe?" The answer of course is both obvious and immensely frustrating. Simply put, customers make such choices based on perceived value, whether they do so consciously or unconsciously. Two sandwiches may be identical for all intents and purposes, but the service, selection and dining experience that accompanies them is ...

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