Good food used to only be available at nice restaurants; now you can get amazing gourmet food in dive bars, quick service, and food trucks.
So what is keeping people coming to your full-service restaurant? It is the experience—the service. The way you make people feel welcome and show them hospitality.
Although food plays a big part in it, if your food isn't fantastic, you need to step up that game first. But if you have great food and want to be able to charge a premium for it, you need to make sure your service achieves a high standard of hospitality.