7. Anchor Items
An anchor item is an item that is ridiculously expensive that is set on the menu next to other expensive items to make them seem like a better value. Let’s do a thought exercise. Which is the better deal: a $10 steak or a $20 steak? Okay, so what about a $20 steak and a $30 steak? All of a sudden, the more expensive option in the first scenario becomes the better deal in the second scenario. You put that same $20 and $30 steak next to a $50 steak and all of a sudden $20 doesn’t seem like so much, does it?
