How To Increase Food Pricing Without Losing Customers Using Value-Based Strategies 🥨

Analysts forecast that United Kingdom’s inflation rate will soon be driven more by food prices than energy. This follows after multiple studies claiming that the average price of food and non-alcoholic beverages has increased dramatically for the first time in more than 45 years. In fact, the average prices increased by 19.2% over the course of just one year. Companies are looking for better food pricing strategies to stay profitable as higher prices put a strain on household budgets.

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The problem is though, raising prices may lead to decreased customer loyalty and revenue due to customer resistance. It is important to carefully consider all implications prior to raising prices in order to minimise any negative effects. Hence, businesses should carefully consider their pricing strategy, taking into account customer feedback and market research when making decisions.

In this article, we are going to discuss food pricing strategies to help businesses keep customers despite pricing increases. First, we examine the UK food price trends and provide an explanation for why they are occurring. Then, using a value-based pricing strategy, we recommend ways to make higher prices more reasonable to customers. We argue that an in-depth comprehension of customer value is essential for successful pricing increases.

At Taylor Wells, we believe food companies can adopt price rises without eventually losing customers if they use customer-focused and value-based food pricing strategies. By the end, you’ll be knowledgeable about the best means of enabling firms to survive any financial challenges.

The Reason Why Food Businesses In The UK Need New Pricing Increase Strategies

Facing rising expenses for operations, food businesses in the United Kingdom are finding it difficult to raise prices out of fear that customers may quit patronising. Business owners believe maintaining consumer satisfaction has become a significant problem as food prices are rising at the fastest rate since 1977.

For instance, the average price of a fish meal has increased by £1.44, or roughly a fifth, over the past year, to £9. A large cod and chips now cost £9.50 in one particular store in the London suburbs. Why is this happening? The cost of energy has tripled. At £195 per crate, cod prices are up over 80%. The price of potatoes has also gone up by about 60% due to supply issues brought on by the drought last summer.

Takeout or fast food is typically inexpensive, but according to Office of National Statistics data, prices increased 13% in the year leading up to March. Burgers and kebabs increased by 17% and 14% respectively, but fish and chips showed the greatest increase, at 19%. Food prices rose 10% in restaurants, but the most notable was a 19% increase in grocery prices at the supermarket.

Another pressing concern is why prices for food are rising in the UK right now. Compared to before the war, gas prices are now lower. The Food and Agriculture Organisation reports that global food prices are also significantly lower. Costs are going down, while prices are going up. Experts claim that ‘greedflation’ is to blame for this peculiar situation.

Discussion On How To Increase Food Pricing Without Losing Customers Using Value-Based Strategies

Analysts refer to “greedflation” when businesses take advantage of inflation as a justification for raising profit margins. The UK is “in the grip of a profiteering crisis,” according to Unite’s general secretary Sharon Graham.

This assertion has been backed up by the Bank of England, which noted that its nationwide network of agents had discovered declining costs at some businesses were not automatically reflected in consumer pricing in an effort to restore profit margins. On the other hand, the former chief executive of Sainsbury’s, Justin King, disagrees, arguing that rather than making a profit, retailers are already subsidising food prices.

In spite of this debate, one thing is certain. It is uncommon for food prices to go backwards in the UK. Long-term contracts are used by producers and merchants, so the price is only changed when the contract expires and is renegotiated. Although inflation will eventually decline for consumers, it will no longer be possible to return to previous price levels.

Food prices rise behind the average cost of living, which means it tends to become less expensive over time, but once a price rise occurs it tends to stick. The question is, how will food businesses manage amidst higher costs and make higher prices more acceptable to their customers?

How food businesses in the UK can navigate food price inflation?

In the food industry, implementing price increases require a strategic approach that takes into consideration customer needs and values. Value-based food pricing strategies offer businesses the opportunity to maximise revenue and profits while still delivering a quality product and service.

Value-based food pricing strategies take into account the customer’s perception of value when setting prices. By taking the time to understand their customers’ needs, food businesses can create products that provide greater value than those offered by their competitors, allowing them to justify higher prices. Additionally, by being able to demonstrate the value they offer, food businesses can make price increases more palatable to their customers and increase customer satisfaction.

How businesses can use value-based pricing amid rising food prices in the UK?

Value-based food pricing strategies are based on the idea that customers are willing to pay what they perceive the product or service to be worth. This means that when prices increase, a business can still maintain its customer base by emphasising the value of its product or service.

When increasing prices, food businesses should focus on communicating why their products are worth the extra cost to customers. They can do this by highlighting the quality of ingredients, unique features, or special services offered with each purchase.

Additionally, customers may be willing to pay more if a business is transparent about how its prices increase due to increased costs or a need to invest in resources, such as staff or research and development. Making this information available can help customers understand the reasons behind price increases and will likely make them more willing to pay the extra cost.

For example, a restaurant may charge premium prices for its signature dishes made with high-quality ingredients. A fast food chain may charge more for its meals with added extras such as drinks, desserts, and side dishes. A grocery store may charge a higher price for ready-made meals or convenience items like pre-cut vegetables. By charging a premium price for products that offer superior value, food businesses can increase their sales and profits while delighting customers with the value they receive.

Implications Of Value-Based Food Pricing Strategies 

Creating a pricing strategy that takes into account customer values is essential for any food business looking to implement price increases. By using value-based pricing, these businesses can ensure that their prices reflect the value of their products and services, enabling them to stay competitive and remain profitable.

To ensure that you can formulate the right food pricing strategies tailored to your business, you have to have a high-performance pricing team.

Our findings show that with the right set-up and pricing team in place, incremental earnings gains can begin to occur in less than 12 weeks. After 6 months, the team can capture at least 1.0-3.25% more margin using better price management processes. After 9-12 months, businesses often generate between 7-11% additional margin each year as they identify more complex and previously unrealised opportunities, efficiencies, and risks.

It’s important to understand that price increases aren’t always necessary for a food business to succeed. However, when they are necessary, value-based pricing can be an effective tool for helping food businesses implement these increases in a way that is beneficial to both the business and its customers. By understanding their customers’ needs and values, businesses can create price increases that enable them to remain profitable without losing the loyalty of their customers.

In this unpredictable economy and when price increases are necessary, it is essential for companies to further develop their commercial capabilities.

In fact, our findings show that when a business builds and embeds commercial capability across the business; bolstering its internal pricing skills and capabilities to build a sustainable pricing system, it can generate at least 3-10% additional margin each year while protecting hard-earned revenue and volume. This is at least a 30-60% profit improvement straight to the bottom line.

In order to successfully implement value-based pricing, businesses should take into account the cost of production, market forces, customer preferences and segmentation. Additionally, it is important to understand competitive positioning and adjust prices accordingly. Businesses must also ensure that customers are aware of the superior value that is being offered in order to maximise consumer appeal.

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Bottomline

Businesses in the UK are facing tough times with rising food prices that strain their ability to generate profits and stay afloat. As customers can be resistant to price increases, businesses need to reappraise their food pricing strategies and focus on value-based pricing. This involves identifying the value of products, services, or experiences for customers and setting prices based on the value they receive.

This approach is a more efficient way of increasing prices that customers are likely to accept as it offers them tangible benefits and rewards. By optimising pricing strategies and focusing on value-based pricing, businesses can make the necessary adjustments to stay competitive and profitable in the long run.

For a comprehensive view and marketing research on integrating a high-performing capability team in your company, Download a complimentary whitepaper on The Best Method of Winning More Customers.

Are you a business in need of help aligning your pricing strategy, people and operations to deliver an immediate impact on profit?

If so, please call (+61) 2 9000 1115.

You can also email us at team@taylorwells.com.au if you have any further questions.

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