I got a business lesson from a chef pal yesterday:
"We all buy bagged frozen calamari from Sysco,
I can call it fried calamari, put it in a red plastic basket with some marinara and sell if for "$7.99"
I can call it crispy calamari, toss it with five spice and sweet chili sauce and pile it high on a square plate and sell it for "$12.00"
I can grill it with lemon, oregano, and olive oil and put it on cutting board with wood skewers and sell it for "$16-"
Its all the same sh-t, prep costs the same, the trick is matching it to my customer and my environment."
Business is positioning.