Marketing the Menu.


Here’s an absolutely fascinating article I found in NY Magazine. It’s about William Poundstone’s new book, Priceless: The Myth of Fair Value (and How to Take Advantage of It). In part of the book, Poundstone discusses the visual and creative tricks used in menus – something most of us probably don’t think of right away as advertising.

For example, he points out on Balthazar’s menu above (see dot #2): “The Anchor. The main role of that $115 platter—the only three-digit thing on the menu—is to make everything else near it look like a relative bargain, Poundstone says.”

It’s this kind of marketing — the non-sexy, hard-working stuff that agencies tend to ignore or scoff at — that is probably the biggest decision-making driver out there. We should all take heed and pay attention to these tricks of the trade, because many will be useful no matter what kind of advertising you do.


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