Restaurants operate on infamously slim profit margins. It’s extremely difficult to get rich in the restaurant business; even for a simple dish like a sandwich, you have to pay for all the different ingredients and employee labor, the most crucial and expensive piece. Then customers expect it to cost next to nothing. You’re lucky even to make a buck on cheap dishes.
Because of these low-profit operating cost to menu price ratios, the restaurant business is really about volume. There are other restaurant business models, such as expensive, limited-seating tasting menu operations, but most restaurants do rely on high customer volume. With any restaurant, though, you want your customers to spend as much money as possible during each visit.
While your menu is the restaurant's main appeal, it isn't the only item to help you sell more and generate repeat client...