If they come for the price, they will leave for the price...

There was once a restaurant chain that started up and expanded so quickly that they seemed to appear everywhere, and everyone seemed to be buying their fast and inexpensive food. Their stock soared to over forty dollars. However, in just eighteen months, you could buy a share for under thirty five cents!

The chain sent out discount coupons and millions redeemed them. This created long lines, which in turn slowed service, overcrowded the restaurants and amplified the decibel levels to the point that people began to see uncomfortable, noisy, messy restaurants... thus the drop in stock price.

The lesson?  Price according to the value you deliver and keep that value higher than your customers expect.

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