O'Level  &

eqr could increase added value by increasing the selling price and keeping the cost of making the same or could keep the same selling price and reduce the cost of making the product

Way 1: Emphasize their ethical brand image to justify higher prices.
Outline: Since EQR already values being ethical, they can market their use of fair-trade coffee beans or sustainable packaging. Customers are often willing to pay a premium price for ethically sourced products, which increases the gap between the cost of the ingredients and the final retail price.
Way 2: Improve the customer experience or "ambience" in the cafes.
Outline: EQR could invest in high-quality decor or provide extra services like high-speed Wi-Fi in their 150 cafes. This creates a higher perceived value for the consumer, allowing EQR to charge more for a cup of coffee without significantly increasing the cost of the raw materials used to make it.