Value is a perception-based quantification in the guest's mind. It's not something that can be easily measured.
Just because your food cost is the same on every item you serve; doesn't mean the perceived value is the same.
Fine dining restaurants can charge more for simple ingredients based on the atmosphere and the service.
So when you are thinking about the value, you deliver don't just whip out the calculator and add up your cost of goods. Understand the perception of your restaurant. Sometimes you will be able to charge more, and sometimes you are overcharging.
But what if you change your process. Use disruption marketing to build a list of contacts that give you permission to market to.
Most restaurants pay for advertising to make a transaction, but f you use paid advertising to build a contact list, now you can market to those people all the amazing things your restaurant has to offer.
But don't take our word for it; read the book. Permission Marketing by Seth Godin
With 91% of people tying your restaurant based on a friend or family recommendation, you need to keep your superfans engaged outside your four walls.
Your sales should focus on building a network of superfans so they can reach the people that your marketing will never get in front of.
2. Keep going and be consistent.
3. Accept that not everyone will like you, but when you find those that do, build a relationship with them.