I plan to visit PN before they close, because I firmly believe in the art of cuisine, and the skills of the most highly trained and inspired chefs in Chicago. I suspect that Natalie is one of them, and I don't want to miss this experience.
But the issue is also operating a business, and here, I fear that our genius pastry chef has lost track of the factors that compel people to pay premium prices. It is not just the thought of pure excellence, it is also putting the interests of the customer front and center.
Sometimes that means taking a smaller profit margin than you'd like. Sometimes it means being a BYO, instead of making lots of money on wine sales.
I think the best examples of premium pricing that makes the customer feel strongly disposed toward spending their hard earned cash at an establishment are Schwa, which seems to elevate the dining experience to a counter-cultural event, and Hoosier Mama Pie Company, of which I am a dedicated fan.
I never thought I'd pay $23 for a pecan pie. At least, I didn't think I would until I tasted Paula Haney's pie. Now I cannot imagine eating anyone else's! Why do I feel this way? Because when I stop by at the store, the staff are nice to me. I know that if persimmons are in season, I can order a persimmon pie, even if it isn't on the order sheet. Because when I asked for an apricot/blueberry pie this summer, Paula wouldn't take the order, because she could not guarantee that she had a quality supply of fruit. Lots of other bakeries would have cut corners, taken my money, and laughed about it. Paula Haney wouldn't.
And for that, she has earned my loyalty.
So I am willing to pay $9.00 for a life changing cannoli, but don't for a minute expect me to accept contempt for my other food choices as a means of developing my loyalty as a customer.