What edge do you have over your competition to win customers for life?

Most restaurants give 'expected' service, the food is good, it's served at the right temperature and get delivered without much delay), restrooms are clean and the bill is correct. The drinks are poured correctly, water gets refilled, service is efficient and there's room to sit down. But they don't give you an edge over everyone else doing the same thing; these are the price of doing business these days. Everyone does them! What edge do you have over your competition to win customers for life?