Starbucks did something absolutely genius in the 90s to stop their plummeting sales

Starbucks did something absolutely genius in the 90s to stop their plummeting sales. You see, they were trying to sell more and cater to a wider audience. So they introduced a more expensive item to the menu called the Venti. Now this sounds counterintuitive when you first hear it, but this created a new price anchor in customers minds. You see, $4 for a cup of coffee didn't seem so pricey anymore compared to the price of the Venti. The expensive option isn't just there to to make sales itself. It's there to make your main offer look like an absolute steal. And hey, if some of your customers happen to want that more expensive option, well, that's just more money in your pocket. So make sure that you always have a higher priced option in your product line to make your main offer seem like a steal. And when you do so, more buyers will buy it more frequently.