Chapter 179
Chapter 179
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Translator: penny
Chapter: 179
Chapter Title: Stubborn Pricing Logic
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Did I just hear that right?
All my common sense was crumbling. So, he was thinking that if he sold the menu item that used to go for 8,900 won at 10,000 won, he'd make way more profit.
Seriously?
I had no idea where to even start explaining, and my words caught in my throat. Should I ask if he never learned about supply and demand graphs back in middle school?
He's really just thinking whatever suits him. Truth be told, with even a little thought, anyone could predict that raising prices would lead to resistance and fewer customers. But Park Man-soo didn't want to do that. It wasn't that he couldn't—he just wouldn't.
"......"
I swallowed a sigh that was about to burst out and slowly opened my mouth.
"Owner. Is the problem with this place right now that there 'aren't enough customers'? Or that it's 'not making money'?"
"Both. No customers means no money, right?"
"No. Even with lots of customers, you can still not make money. That's when you set a high cost ratio, leaving barely any margin. Even selling a hundred bowls a day wouldn't leave much in your pocket."
"Ah......"
"But what about your shop, Owner? If you sold a hundred bowls a day, it'd be a huge moneymaker, right?"
"If I could sell that many, I'd have no regrets in life."
"So, out of 'not enough customers' and 'not making money,' which is the real problem here?"
I explained it step by step, like I was talking to an elementary school kid, and it seemed Park Man-soo was starting to get it. He paused for a moment, then nodded.
"Not enough customers...... I guess."
"Then what are some ways to attract more customers?"
"......Improving the food's taste more, or lowering the price."
"Exactly."
At least he wasn't someone I couldn't reason with at all. That's what I was thinking when— "Then should we add more ingredients? I've actually been wanting to use a different cut instead of bulgogi meat. Something like steak on top would look great visually."
"......"
"But I was worried the price would go up too much. Would that be better?"
Back to square one. It looked like being polite wasn't getting through to him. So there was only one option left.
"Owner."
I opened my mouth in a completely different tone from before.
"Why are you against lowering the price?"
He must have sensed the sharp edge in my voice because I could see Park Man-soo glancing at me nervously. He ignored me when I was being nice. Some people only straighten up when you come on strong.
"Well......"
Park Man-soo rolled his eyes like he was about to make some excuse. Before he could spout nonsense, I cut in first.
"I just don't get why you'd want to raise the pasta's cost even higher to sell it at 10,000 won. With the same cost ratio and margin, 10,000 won is way more accessible than 12,000 won. You know that."
"Yes, yes. You're right."
"Be honest. It's just because of how it feels, right?"
"......"
Park Man-soo clamped his mouth shut. He knew it in his head too. No matter the price, if the margin was the same, the money left in his pocket would be identical. But it didn't feel that way. Selling cheap food hurt his pride. There was probably some calculation like, How much could I possibly make off a 10,000-won item? In other words, even selling a hundred bowls, he'd rather sell 12,000-won pasta because it feels better—that's all there was to it. Feeling my cold stare, Park Man-soo added an excuse.
"It's not about feeling."
"Then what?"
"It's not that...... I just thought it'd be better to go a bit more upscale and sell fewer rather than selling a ton at 10,000 won."
Ah, I see.
"After running a business for so long, my body aches all over. I closed the last place because of injuries. Sure, higher prices mean fewer customers—who doesn't know that? But even if you sell a lot, it all goes to hospital bills...... That's why."
He wanted to make money the easy way? With better margins on 12,000-won pasta, he'd rather sell fifty bowls of that than a hundred at 10,000 won. Obviously, fifty bowls take less effort than a hundred.
"Owner. That's greed."
I could see it in his eyes—that shallow desire to gather more money while putting in as little effort as possible. Not realizing that greed was a trap. Sure, the easy path, the quick path—why wouldn't it tempt anyone? But in the long run, it never pays off. Even if the broadcast airs and sparks a flash of customers buying fifty 12,000-won pastas, there's no guarantee it'll last for years.
"Fine. Let's say selling at 12,000 won keeps you fed with good profits. Maybe even better than 10,000 won at first."
"......"
"Then what next? Won't you get greedy, Owner? What if I raise it to 11,000 won? 20,000 won? Thoughts like that won't creep in?"
"......Yeah, they would."
"And if people keep coming even after that, great—no one's complaining. But they won't, and that's the problem."
I pointed at the empty tables.
"Owner, if you run the business with that mindset, it can never succeed. You want it easier, more comfortable—how could that lead to booming business? Once you get a foothold, you'll jack up prices even more. Right?"
I'm not saying this because I'm some old fogey. I'm not claiming the hard, painful path is always right. But the more effort you put in, the higher customer satisfaction—and that's a fact. That's why balance matters. Sustainable effort. Just the right amount keeps the shop running smoothly and customers happy.
"With that attitude, when things get busy with more customers, the taste will suffer. You'll want to cut corners for speed and ease. Who'd come back for expensive, subpar food?"
"......"
"Customers who leave like that never return. One miss and it's over."
"......"
"I'm saying this because you seem to be thinking too simplistically. By your own logic, you should be raking it in at 12,000 won right now—but you're not. Right?"
"Yes."
"So lowering the price is obvious, but you're hesitating because you don't want the extra work."
Even if I suggested a new recipe as a solution, he'd tweak it his way later for sure. To my pointed questions, Park Man-soo hesitated.
"Well, uh, yeah......"
He mumbled like he wanted to argue, so I glared harder. He immediately admitted I was right.
"You need to fix that first."
Frustrated, I laid into him. Not sure if he got it. He just nodded glumly with a downcast face, but at least he seemed to be listening. I let out a deep sigh, pinched my brow, and said, "Owner. Let me say it again. In this neighborhood, you can't go over 10,000 won."
"......"
"It's not because your skills or the pasta taste are lacking. It's the nature of this area."
This is a spot where you build local regulars and sell a hundred bowls to one loyal customer. In Gangnam, you could sell one bowl to a hundred different people, no problem. But not here.
"This is the solution I can offer. Whether you take it or not is up to you after some serious thought."
I stood up. No time to keep bickering.
"Think it over and let me know next time I visit."
"......Got it."
Park Man-soo nodded weakly.
Gulp, gulp.
Only after chugging ice-cold water did my stomach start to settle. Whew. As I wiped the water from my mouth with my sleeve, I heard footsteps behind me.
I turned to see Do-kyung.
"You okay?"
"Yeah. Just frustrated."
"Looked like it."
Do-kyung shook her head.
"Broadcast shoots aren't easy, huh? So many weird people."
"Makes for great reactions when it airs, though. I'd watch too."
I muttered under my breath, and Do-kyung let out a small laugh.
"Still, that pasta shop owner seemed to take your words to heart and rethink things."
"Really?"
"Yeah. I overheard him talking to the PD. Said he'd calculate the cost ratio himself and adjust prices."
"That's something, at least."
I worried he'd calculate it and set whatever price he fancied anyway. But he wasn't completely unmoved.
"Sigh. Did I come off too pissed?"
"A bit? But the PD loved it. Said it was perfect highlight material."
"Good then."
I wondered if I'd overdone the seriousness, but it worked for TV.
"The other shops were pretty standard. Looks like they'll edit around that pasta place this time."
Even I thought it'd be the most dramatic.
Bzzz—.
My phone vibrated then.
"Hang on."
"Sure. Take your time."
With Do-kyung's okay, I pulled out my phone.
What's this? Screen on: a message from Choi Yeo-hae Owner. [ Choi Yeo-hae Owner: (photo) ] The preview didn't show much. I tapped in and...... An empty commercial building. With a huge escalator right next door. Bzzz—. As I looked at the photo, it vibrated again. This time, the preview was clear. [ Choi Yeo-hae Owner: Perfect spot for your churros shop ] [ Choi Yeo-hae Owner: Great location, right? ] My lips curled up involuntarily. You're telling me, Owner. Location looks amazing.