Of all the questions onsite operators ask, the one that seems most perennial is, “Why are my customers so willing to pay more for a sandwich on the street than they would in my cafÈ?” The answer, of course, is at the same time both obvious and (for FM's readers) immensely frustrating. Simply put, customers often perceive commercially available product as having more value, whether they do so consciously or unconsciously. Two sandwiches may be identical for all ...

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