Ask most café, pub or restaurant owners what they sell and you'll get a straightforward answer. Coffee. Food. Drinks. A meal out. It seems obvious, and in a narrow sense it's true. You do sell those things. But if food and drink were the whole story, you'd have a problem, because your customers have other options that are cheaper, faster and more convenient than anything you can offer. A supermarket meal deal costs a few pounds. A home-cooked dinner, even a fancy one, comes i