Transparency
Foster says one of the keys to Everytable’s success is making sure customers understand the concept and pricing model. “We’re trying to be as transparent as possible by talking to guests so that everyone knows what we’re about and what it means to support us.” That’s why the pricing structure is on Everytable’s website, and the restaurant features signage explaining the concept’s mission.
And so far, “Everyone really gets it,” Foster says. “Customers understand that people have different economic realities, and it makes sense to charge different prices.”
But once the downtown LA site opens, will people pay the higher prices there, or go to Everytable’s South LA restaurant for the $4 meals?
“If a customer is downtown and prefers to drive [to South LA], that’s totally great,” Foster says. “We need a lot of people to show up at each store to make them profitable and thriving.
“But our belief is that there’s plenty of demand across the board, and it will be a local crowd for each location. You could drive across town to pay a lower price, but I think convenience will ultimately trump that for most people.”