Chapter 1
The wild birth of a simple menu
Chapter 2
From Atlantic depths to London tables
Chapter 3
Taking the lobster global
YOUR GOAL
Master of The Burger and Lobster story
Ch 1 · The wild birth of a simple menu
sonia The restaurant succeeded by leveraging a psychological concept known as the paradox of choice.
sonia For years, every main dish on the menu cost exactly twenty pounds, creating an unexpected sense of luxury.
BETA
sonia Drag burger and lobster ingredients to master the art of balancing a restaurant menu.
Fun Fact
Menu simplicity: The first restaurant had no paper menus, forcing waiters to explain the only three available dishes face-to-face.
Glossary
monoproduct (noun)
A business model focused on the production or sale of a single type of item. In 2011, four schoolmates adopted this strategy by launching a London restaurant offering only burgers and lobsters.
A business model focused on the production or sale of a single type of item. In 2011, four schoolmates adopted this strategy by launching a London restaurant offering only burgers and lobsters.
Quiz
What was the original uniform price for all three main dishes when Burger & Lobster launched?
Quiz
What psychological concept describes the anxiety caused by too many choices, which Burger & Lobster avoided?
Quiz
Why did Burger & Lobster originally refuse to print physical food menus for customers?