Day 16: Paradox of Choice

One way to get clear on where to begin is to start at the end and work backwards. In our case that means answering questions on menu – beyond which flavours, how many should we serve?⠀

On the one hand people enjoy the autonomy of choice, and offering more flavours means there’ll be something for everyone. On the other they prefer not to have to make difficult decisions, so restricting choice improves consumer experience. This conflict is the paradox of choice.⠀

In our case we’ll focus on making two things incredible rather than chasing four and falling short of the mark. At our place you’ll always be able to order the The Big Apple, plus a knockout alternative changing every 2-3 weeks.

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