High-priced entrees on the menu boost revenue for the restaurant – even if no one buys them. Why? Because even though people generally won’t buy the most expensive dish on the menu, they will order the second most expensive dish. Thus, by creating an expensive dish, a restaurateur can lure customers into ordering the second most expensive choice (which can be cleverly engineered to deliver a higher profit margin)

Dan Ariely Predictably Irrational p4

(Chris)