surprised that this article failed to mention that Mucca designed the Balthazar identity.
Author William Poundstone dissects the marketing tricks built into Balthazar’s menu, as well as some of the general lingo behind menu design:
“A puzzle is high-profit but unpopular; a plowhorse is the opposite, popular yet unprofitable. Consultants try to turn puzzles into stars, nudge customers away from plowhorses, and convince everyone that the prices on the menu are more reasonable than they look.”
This is also very applicable to anyone designing a pricing page for their web app. As a side note, Balthazar is one of my favorite places to eat whenever I’m in NYC — awesome French bistro setting and great for brunch.
