How to charge more for the same service

Picture two cafés on the same street using the same beans. One charges $4.50, the other $6. The $6 one has the queue.

The coffee isn't the difference. The reason to choose it is.

When customers can't tell you apart from the competition, the only thing left to compare is price, and you end up matching the cheapest option. When you stand for something specific, customers compare you on that instead.

You earn a premium by making the difference visible. Explain your process, show the extra step others skip, name the belief behind how you work. People pay for what they can see and understand.