Why the lowest price is NEVER a good USP

You know the saying “There’s always a cheaper price”. I’ll tell you why the lowest price is NEVER a good USP.

To be quiet honest with you, I LOVE Sushi. Especially, Running Sushi. In my hometown there are now 5 Chinese restaurants. Some with buffet, some with Running Sushi. My wife and I tried every single restaurant in the course of the past year. And we found that they don’t really differentiate. Typical Chinese interior, nice and humble waiters, good food and the pricing is also on nearly the same level. All-You-Can-Eat Running Sushi for 20 € each. Not a bad deal, ey?

Hokkaido Restaurant, Ingolstadt

About 4 weeks ago something “magical” happened. A new Running Sushi restaurant opened – the Hokkaido in Ingolstadt. We thought,alright let’s give it a try. The pricing is nearly the same for Running Sushi: 20€ each. Meals from the menu are slightly higher priced than the competitors’.

Anyway, when we first went there to eat out we were in awe! This restaurant is hugh. Really! They have about 20 meters of a Running Sushi lane, around 5 – 7 separate, cozy rooms and the interior is just stunning! Never seen that before in or around my hometown. Also the sorts of Sushi they offered were extraordinary!  Tasty, high quality and a great variety of all sorts of things, warm and cold, starters and fruits and of course sushi.

We went there 1 or 2 days after the grand opening and there weren’t much guests there. It was a Friday evening.

After 2 weeks we went there again – without reservation. And we were turned down. There was not a single table free in the whole restaurant. And I’m talking about surely 50 – 70 tables.

What happened?

Hokkaido Restaurant, Ingolstadt – USP

Instead of opening “just another” Sushi restaurant, the owner found his USP. Or shall I say USPs:

1) Higher Quality Sushi

2) First class interior

3) Fluently German speaking waiters! (This is absolutely not common.)

4) Seperate Rooms for groups of 4+

5) Same price level than competition

I’m really stunned to see that there are business owners out there who don’t sell over the price but over quality.

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