I saw an experiment on TV where two bowls of sweets were placed on a table at the entrance to the office, under a sign saying ‘please help yourself’. One bowl contained multi-coloured sweets; the second bowl contained only blue sweets.
It turned out that the bowl of multi-coloured sweets was emptied far sooner than the bowl of blue sweets.
Why? Because people took a big handful of the multi-coloured sweets to make sure they got one of each colour, but only took – I think – an average of three single-colour sweets, because that was enough.
Similarly, people apparently eat about 40% more when they help themselves from a buffet compared with being served a plateful of food.
With this trend in mind, some restaurants are starting to offer three or four mini-cakes as dessert, at a price that is greater than the price of a single dessert.
It seems that:
- People like choice
- People like having a little taste of everything
- People will pay more for a little variety
So how can you use this idea in your marketing?