Go-to-market Margins

Generally it is advised for new market entrants in any space : unless you already have a supply-chain advantage :

it's better to sell a superior product at a higher margin than the current market leader,

than to sell an equal product at a lower margin than the current market leader.

So if you have exactly the same {base substance), then you can consider improving either its packaging only, or its packaging and additives.

Just confirm your margins - you have to land safe if you cannot move the same volume as the incumbent.

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So with this in consideration, I'm wondering WTH Malaysian's local indie burger brands are doing, consistently underpricing vs. imported chain brands.