Last night I ate at Five Guys Burgers and Fries for the first time. The guy behind the counter watched us eyeball the menu for an inordinate amount of time and asked if we'd been there before. Shaking our heads he explains "the regular is two patties, the 'little' is one -- otherwise they're pretty much the same."
This is an interesting reframe for encouraging over consumption (along with the name of the restaurant encouraging me to add on an order of "regular" fries that filled half the bag!). The concept that only one burger patty was for eating "light" or for a "little" kid is the first part of the reframe. The second part, that I fell for hook-line-and-sinker, was the (slightly macho) "well, if it's regular to get the double then I don't want to be a 'light weight' " along with the "oh, and for just 10% more I get twice as much burger!"
Now, here's your challenge: reframe your product/service offering so that the choice that will serve your clients best is the "regular" -- the obvious choice -- and that any alternatives you give them are not as emotionally appealing. And make sure it's win-win and ecological for everyone involved!
(And when that challenge adds a nice bump to your profits, you can treat me to a healthier over consumption at Noodles and Company or Mongolian Barbeque! 😉 )
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