The $1000 Omelet

You may have heard about the Zillion Dollar Lobster Frittata a few years ago. That was its primary purpose — to be heard about. It was a successful little publicity bit that let a restaurant stake its claim on being the high end of the high end, where the richest of the rich dine. The richest of the rich pay more than you do.

Restaurants and games both tend to include a ridiculously high-priced items because it makes everything else look reasonable by comparison. Very few people will ever buy a $1000 omelet, but it makes a nice conversation piece while dining on $30 omelets. The cash shop for almost every game includes a $100 package, and occasionally higher. This is partly bait for whales, who might actually buy it. It is mostly an anchor point to make the $25 package “middle of the road” amidst $5, $10, $25, $50, and $100. The developer will nudge you towards $25 by making that the point where “and 20 FREE silver floogles BONUS!” starts. And hey, somewhat reasonable player, if you think you might end up buying the $25 package a few times over the next few months, why not just get the $100 package now and get the 200 FREE golden floogles BONUS? Developers want their customers dreaming big.

You can also nudge people upwards a bit by including horrible deals. That mid-range package looks much more reasonable when you place it next to something intentionally unreasonable. Say you offer three packages: Basic, with 3 features for $20; Champion, with 5 features for $40; and Legendary, with 10 features for $60. If you are going to spring for the $40 package, you might as well spring for the $60, right? Magazine subscriptions do this with “digital plus paper” packages that cost slightly more than the paper.

You can combine these. Disney World has $5000 trips, which are pretty nice but mostly serve to show you all the things you might pick when building your own package. And aren’t you smart, to get 75% of that premium package for less than half the cost? And when you are dining at the Beauty and the Beast castle, do you really want to let your kid order the $14 bowl of cereal? Sure, the $24 eggs are pricey, but they look much saner next to that cereal, and it makes dining on the meal plan an even better deal. Aren’t you smarter than those people buying $30 eggs while talking about the $1000 omelet?

: Zubon