Amy Fleming runs through many examples:
In his menu-deconstruction exercise, Poundstone refers to the £70 Le Balthazar seafood plate as a price anchor. “By putting high-profit items next to the extremely expensive anchor, they seem cheap by comparison.” So, what the restaurant want you to get is the £43 Le Grand plate to the left of it. It’s a similar story with wine. We’ll invariably go for the second cheapest. Set menus, or “bundles”, meanwhile, seem like good value and therefore give us an excuse to eat and spend more. Everyone’s a winner.