You Need To Raise Your Prices
If you don’t have a marketing budget, you need to raise your prices.
If you’re competing on price and razor-thin margins……That’s bad!
You can’t give superior service or great quality for an extended period of time on thin margins.
You’re asking for your business to get blown over by the wind.
Instead, you need to charge more.
No matter about the ones who can’t afford it. That’s not your problem.
Your concern should be for your business. And you don’t owe anyone cheap s***.
You are there to run a business, give a great service and profit handsomely.
That’s how you sustain your business. That’s how you grow. That’s how you compete long-term.
If you don’t do this?
That means your business is at risk. The next Tom, Dick or Harry can come along—compete against you with even lower prices, steal business… and then what are you going to do??? Undercut them too?
That’s no good.
You want to be the one that people stay loyal to, because they couldn’t imagine going to anyone else.
Prime example…
Pizza Express vs. Papa John’s
Pizza Express offers a superior dining experience—waited tables, stylish decor, and an inviting atmosphere. Yet, they fail to fully capitalize on this premium feel because they try to compete on price with mid-market chains like Nando’s.
Papa John’s, on the other hand, operates in a completely different model—delivery and takeaway-focused, with a much lower service expectation. And yet, their pricing is often higher per pizza than Pizza Express.
So why isn’t Pizza Express charging more and positioning itself as a true premium experience?
If Pizza Express leaned into its premium positioning, they could not only raise prices but also significantly increase per-customer spend.
Higher menu prices wouldn’t deter customers looking for a great night out.
A higher-end experience encourages people to order extra drinks, appetizers, desserts, driving up their total bill.
A well-trained staff selling premium add-ons (like wine pairings or limited-edition dishes) could increase profit margins significantly.
People expect to pay more when they feel like they’re getting a special experience.
Right now, Pizza Express is undervaluing itself. And that’s the same mistake many local businesses make.
What Local Businesses Can Learn
This applies to any business offering a product or service. You should charge more TO be better than the competition. Not charge less to compete against the competition.
Customers are happy to pay when they:
Enjoy a special experience.
Are treated like royalty with utmost attentiveness and politeness.
Believe they’re getting something unique or exclusive
What happens when you don’t charge enough?
You attract cheap, disloyal customers who will switch to the next business offering a discount.
You limit your growth because you can’t invest in better service, marketing, or staff.
You work harder for less money.
Pizza Express should be making more money per table, per visit. Just like your business should be making more per customer.
The takeaway? Stop underpricing yourself. Charge what you’re worth—and then some.
Stay encouraged,
Sam Terrett
P.S. get in touch. We can help you raise your prices, make more money and secure a far stronger financial future for you and your business.
