Marketing in a Menu

While I hadn't thought about this subject before, this piece on menu marketing is surprisingly relevant:

2. The Anchor
The main role of that $115 platter—the only three-digit thing on the menu—is to make everything else near it look like a relative bargain, Poundstone says.

4. In The Vicinity
The restaurant’s high-profit dishes tend to cluster near the anchor. Here, it’s more seafood at prices that seem comparatively modest.