Monday, August 30, 2010

Dissecting the Marketing Tricks Built Into Menus

Read a wonderfully insightful article today, which I thought I would share with you which dissects the Marketing Tricks Built Into Menus.

Its on

P uzzles, anchors, stars, and plowhorses; those are a few of the terms consultants now use when assembling a menu (which is as much an advertisement as anything else). “A star is a popular, high-profit item—in other words, an item for which customers are willing to pay a good deal more than it costs to make,” Poundstone explains. “A puzzle is high-profit but unpopular; a plowhorse is the opposite, popular yet unprofitable. Consultants try to turn puzzles into stars, nudge customers away from plowhorses, and convince everyone that the prices on the menu are more reasonable than they look.” Poundstone uses Balthazar’s menu to illustrate these ideas.

Read the entire article at


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