Technomic: Raise prices but create value

Soaring commodity prices and downward pressure on traffic are forcing restaurant chains of all sizes and segments to raise prices this year.

However, executives on a pricing strategy panel at Technomic Inc.’s Restaurant Trends & Directions Conference said brands can minimize the attention paid to price increases by creating value all over their menus.

“If [guests] don’t notice, they can’t care,” said Lane Cardwell, president of Scotts

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