Transcription
Does anybody want a really lovely story?
I had a friend who worked in banking. His one huge indulgence was on Friday, he ordered a delivery of an absolute blowout Chinese meal. The guy would arrive carrying three bags of food, and he'd open the door and shout up the stairs, "Guys, the food's arrived." Even though he lived on his own. >> [laughter] >>
Menu design. In some restaurants, you obviously know this trick, you have [music] a disproportionately expensive item. Some people buy it, but it also makes the other items seem good value by comparison. There are other ones like you spell out the price, you don't actually put it in numbers, you don't put a pound sign, you just put the words. People act to minimize fear of regret.
If you make a choice very easy and you make people very confident about their choice, generally they're now pretty happy. I mean, I've spent ages talking to KFC saying the problem they have is that the choice architecture of their menu is a mess. Now, McDonald's is fairly structured. You probably have a burger, you have some fries, you have a drink, [music] you might have a side or some extra item.
Unless you're all a man and ordering on a screen, in which case you actually order two burgers cuz it's not embarrassing when you're not doing it face-to-face. This is one of the things McDonald's has actually found. If you order on a screen, there are certain behaviors which people are happy to do as long as they're doing it anonymously.