GBK offers a smarter environment than traditional fast food restaurants. This means that the level of service offered is much higher. This allows GBK to achieve a higher level of added value as they are offering something McDonalds isnt. This is one of their unique selling points. By offering this service it allows them to charge more because the environment people are eating in is smarter, this therefore means an increase in there added value. Robert Tame, founder of fine burger company believes that its not just about the product. Its also about the environment you are presenting the burgers in
Food at GBK is considered to be healthy in comparison to the food sold at McDonalds. Customers are more concerned about eating healthier than they have been before, and GBK offers a more varied and less calorie menu. This means that GBK can achieve a higher level of added value than McDonalds because customers dont mind paying more for something if its more beneficial to them than another product on the market. This therefore means that they can achieve this higher level of added value than McDonalds.