Let me get my regular meal but also let me try something new without risk.
It’s the opportunity cost, at the cost of getting my regular tasty meal I could risk it (to get something better) BUT lose out on a guaranteed (or at least I feel guaranteed) meal.
It’s the same process that anyone goes through when swapping suppliers.
So how do you overcome it? Offer a taster menu, your regular meal with a taste of a new one.
A little bite, a snippet, enough to get a gist of it.
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