The video discusses how the fast-food chain Five Guys intentionally includes extra fries in their orders to enhance perceived value. This strategy creates the illusion of a better deal, leaving customers feeling happy and satisfied. The concept of perceived value is crucial in marketing, as it can significantly impact customer satisfaction and loyalty. By providing a little extra, businesses can delight their customers, encouraging them to return and speak positively about the brand. This approach has contributed to Five Guys' success, as it not only retains customers but also generates positive word-of-mouth marketing. The video suggests that businesses should consider what small, cost-effective extras they can offer to improve customer experience and satisfaction.