There are just two decision paths when buying in good old McDonald’s: the great deal, and the even better deal… for McDonald’s.

Buried beneath all of the plastic glamour and bold letters is the unspoken, secret pricing ingredient: t__he price of the lone McDonald’s sandwich already covers costs for both the sandwich and about 70% of the drink and fries, rendering your “decision” mostly meaningless. Either you get the full combo or an overpriced lone sandwich, both of which make them happy.

Granted, McDonald’s is not a wholesome role model when it comes to nutrition, but we can still learn from their pricing practices and use them for honest purposes. 

Honest, like helping clients choose the correct scope of your work corresponding to their actual needs instead of their anemic initial idea of what they think they want.

For example, clients usually only want X, when the addition of Xz would usually get them 2x the value for a 30% price hike.

  • Option 1: the X costs 100$, but I recommend you also take Xz for a total of 130$ – many people will balk and stick with X. 
  • Option 2: the X costs 120$, but I recommend you also take Xz for a total of 130$ – many people will purchase the whole deal, experience the increased value and be happier.

If you think that can’t work, remember how hard it is to decline when you get asked “would you like fries with that?”.


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