Most Indian coffee shops in Brunei charge $1.00 for a plate of Roti Pratha with eggs. Noralizah & Iskandar House of Curry House in Berakas charges $2.40.
The location of the restaurant is nothing spectacular. In fact, it is 20 minutes away from the heart of Bandar Seri Begawan. Ambiance? Not one that grabs your attention as a passer by. From all business indicators, the odds of success are against it. The surprising fact is that the restaurant is almost always full; people from all over the country navigate from far just to get a taste of this extraordinarily ordinary Indian staple food.
Are there business lessons we could learn from this? In the Curry House (as it is largely knowned by most customers) a pratha is not just a pratha. It is pursued with care and excellence 100% of the time. You can expect a crispy pratha every time you order. Not only that, with a mere extra of $1.40, Curry House allows you to add on your own choice of four condiments, which include sardines, corned beef, curry potato and pickles. The generosity of the toppings they provide often out value what the customer pays. The ironic thing is, these extras are not difficult to duplicate at all, the sardine and corned beef come straight from the can, and the pickles; they are simply just pickles! Yet, they are the only one doing it!
If the difference between good and great lies in paying attention to the details, with the disproportion premium you could charge by delivering excellence, why aren’t there more restaurants offering the same? Often we try to improve our business by employing various marketing gimmicks, without realizing that all that customers value can come down to delivering the basics, consistently well. Next time when you are strategizing to boost your sales, may be the question is not about how much discount you can give, but about how you could charge more by delivering more?!