When on holiday in Argentina last week, my husband and I bought tickets for a dinner and tango show in the market for
$67 each – a must when you go to Buenos Aires. Only when we got there did we discover we had to choose between 3 menus. Needless to say, the ticket we had bought was only for the basic menu (Menu 1) – one starter, one main course and one dessert plus a cheap bottle of wine.
Menu 2 was $10 extra but it had a choice of starters, main courses and desserts and a bottle of Malbec, a much superior wine.
Menu 3 was $20 extra, had even better choices, an even more superior wine and champagne to end.
Needless to say, when faced with the choices, the basic menu definitely appeared inferior and we both up-sold ourselves to option 2 pretty quickly. Moral of the story is the restaurant made the buy- in price low to get us there and cleverly added value that was irresistible when we got there.
Another thing I noticed was that 80% of people opted for the middle choice and 20% took menu 3. That confirms my view that when faced with 3 choices, most people choose the middle one.