It is not the counter-offer which counts, that in my book is too late. It is the end-of-year reward which should be AUTOMATICALLY adjusted per inflation plus at least a 5% increase if you overperformed. So I always expect a 10% incease WITHOUT asking for it, or else I'll move on.
On my side, I always overperform more than 10% so I deserve what I expect. The employer? not much, they don't care. They will never care. Their book forbids 10% increase for every employee.
Key point, not EVERY employee deserves 10% increase. Only overperformers. HR guys need to understand that and learn to differentiate and reward accordingly, which they don't. They are also collecting their winnings every month.
ps. I am not talking about food a la carte, or gym towels. I am talking about money and vacation time. Everything else is a welcomed addition to the perks.