Nation’s Restaurant News: How California Tortilla is Handling Menu Price Hikes as Labor Costs Soar

It is no secret that unemployment rates are at record lows, disrupting minimum wages and menu price expectations for operators. Restaurants need to find a balance between remaining profitable and making sure guests believe they are getting their money’s worth. In a recent article in Nation’s Restaurant News, California Tortilla chief operating officer Keith Goldman discussed their strategy for keeping the customer happy without lowering their prices.

“They’re going to decide, ‘Hey, that was really a good meal and I really enjoyed being here and it was a good environment and it was clean and friendly. Yeah, that was worth $12.’ Or, they’re going to say: ‘That really wasn’t worth $12,’ and they didn’t eat all of their food and they didn’t have a great experience or someone was rude to them,” Goldman told Nation’s Restaurant News.

California Tortilla is in the process of implementing a new streamlined ordering model where customers pay first and using real plates throughout its locations in an effort to reassure their guests that the high-quality, customizable meal they are purchasing offers good value for their money.