Behavioral Hack
When two items cost the same, people look for other decision cues. Use visual nudging — like putting a glowing box around your high-margin dish or labeling it “Chef’s Favorite.” You don’t need to discount to dominate.
Real-World Example:
In 2020, a Canadian steakhouse added “Signature Dish” boxes around two $28 entrées. Those dishes outsold others by 34%, even though they were already mid-performers. Same price, smarter framing, more steak sold.
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