Student or Learner
Please explain the following in red more easily.
We were relying too much on the cafes themselves to create the distinction between our supermarket product and the cafe product. That gave the cafe the ability to capture too much of the price premium --- we didn't retain enough control over the experience of our product.
The "price premium" is how much more people will pay for something they think is of higher quality.
In this sentence the seller of this coffee(?) is lamenting that people are paying extra for their "cafe product" but that the extra money is going to the cafe and not to them.