Lately, the restaurant industry buzz is all about price increases in the wake of rising commodity and fuel costs. Operators are determined to cover their costs, and want stakeholders to know that profit is the goal - in addition, of course, to guest service. I understand the need to achieve financial goals and stave off downward-turning profit. And it's true that a price change will have the most direct bottom-line impact of any marketing or finance decision a company can make. But there are some instances in which a price reduction may be warranted.