Value isn't just about the dollars someone spends. It's also about the time they give you. Most restaurants get wrapped up in the costs of a product and making a return.
But what about the investment of time someone is making.
You can lower the perceived value of your product if a guest doesn't feel the time they invested was worth the experience they received.
Check out this book by Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd