I welcome your feedback. Call me at 630-288-8250, or send me an e-mail.

There's a discussion going on right now on Dave's Dispatch, the blog on chainleader.com by Senior Editor David Farkas, about whether restaurants should give away food for free or at very low prices.

On one side are those who think that discounting too much debases the brand, that if a company gives customers its product for little or nothing, pretty soon the customers are going to think that's what the product is worth.

The other side thinks that concern is quaint, that consumers are driving business now and companies that give them things will earn a goodwill halo that will outlast the recession.

I am squarely on the side of using extreme caution and considering long-term strategy when discounting. However, I do think there is opportunity for almost any restaurant chain to ensure it's offering value to its customers.

What's the difference? Menu developers and marketers at chains of all stripes have been innovating ways to provide value to customers within their brand's core objectives. There are some brands whose goal is to be the low-price leader. In that case, rock on.

Dairy Queen has attributed its first-quarter 5 percent same-store-sales increase to its Sweet Deals value menu, which lets customers mix and match nine menu items, choosing two items for $3, three for $4 or four for $5.

Several chains have driven sales of new menu items by giving the first away free. Consumers get that and appreciate the sneak preview.

But if your brand centers on quality or experience, you have to weigh price against those assets. Customers might like a smaller steak for a lower price, but would look askance if your signature $60 steak is now going for $35. The Daily Grill offers a three-course or two-course-plus-wine meal that allows guests the same experience and just a little less food.

If you read this column regularly, you know that one of my favorite themes is to do what's right for your brand. Discount meals, give away free food, have servers wear funny hats—but only if it fits within your long-term brand strategy. As we ride out this storm, that brand is your greatest asset.

I welcome your feedback. Contact me at (630) 288-8250, mchapman@reedbusiness.com or http://twitter.com/chapmanMB.