The prize that costs you little and is worth a lot to the customer.
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The right prize costs you little and is worth a lot to the customer. The gap between those two numbers is everything.
The simple arithmetic
Take an item you sell for 18 riyals whose ingredients cost you 5. The customer sees themselves 18 riyals up; you spent 5. That is the best trade in this whole console, and it is exactly why the right prize is an item off your menu rather than money off a bill.
For a café: the black coffee or the coffee of the day. For a restaurant: a starter or a dessert, not the main. For a dessert shop: one piece, not a box.
Aloke