Are You Giving Your Prospective Customers Too Many Choices?
There was this great family owned restaurant, with an outrageous sandwich collection. The sandwiches were huge and never had one that didn’t live up to the reputation of being fabulous.
Not only did it have a huge sandwich selection it also had a large breakfast menu. Dinner was not so great, the menu was big but the food was just middle of the pack with taste.
Large breakfast menu is easily accomplished with the many combinations of eggs, pancakes, waffles, bacon, etc. But with sandwiches they had so many ingredients such as crab, shrimp, numerous meats, cheese, avocados, and the list went on and on. Some ingredients would spoil rapidly and therefore it would have to be tossed.
I loved the crab and shrimp choices with the many different breads. They were not a seafood restaurant or even by the ocean which would be a draw for people visiting the waterfront.
The restaurant was around for many years, but had very little competition so it had a loyal clientele. When nice restaurants started coming in with their modest menu the restaurant suffered.
Not sure if they thought an upgrade would help boost sales. Soon they were closed for awhile with a remodeling endeavor. When they reopened customers came back and continued for awhile.
More is not always better
They had raised their prices, which seemed fair enough as with what they put on your plate, it was a bargain. But they missed the mark on this decision. People were not wanting such a massive plate of food. It would have been wiser to keep the prices the same and maybe take off the garnish and a few less french fries. The menu should have been down-sized to a more manageable assortment.
Too many choices put them into a spiral downwards and soon they went out of business, selling the building to a franchise. The building was completely remodeled. If they had only changed the way they did business things would have been different. The location was ideal and customer possibility was increasing as new buildings were going up.
Too many choices and you lose sales
We all like lots of choices, but in reality we actually don’t. In marketing when we are given too many choices we are inclined to not make any choice. If people have 3 choices they can make a decision quickly, but if they are given 10 things to choose from it will be much more difficult. They may end up not making any choice for fear of making the wrong one.