❶  If I were the chef, I would offer another more expensive meal, for example, a 3,500-yen menu. ❷  When people are offered a product at high, medium and low prices, they tend to choose the mid-priced product.  People would feel a 1,500-yen meal is cheap, and a 3,500-yen one is expensive.  This tendency is also categorized as the “nudge theory,” meaning the encouragement or urging of doing something or making a decision in a gentle way rather than a forceful or direct way. ❸  For the restaurateur to increase his profit, the nudge theory technique should be used: offering three different menus.