BIGGER IS BETTER
Executive Chef Michael Rossi at The Ranch Restaurant & Saloon in Anaheim features a $99 Cowboy Ribeye, a 58 oz. bone-in chop that can be split between two guests.
On the menu, the Cowboy Ribeye copy is centered clearly at the bottom with the following quote:
"The bone-in cowboy rib-eye is quite possibly the best steak
in all of Orange County” Brad Johnson, OC Register
Since we all know that Mr. Johnson is a man with the reputation of “authenti-taste," we take his word on this grandiose piece of meat. What works here is the “WOW” and many will want to share this great steak while others will reflect on the Petite Filet and the NY Steak, both $38, which now seems quite reasonable.
In menu engineering, this is considered a "mental anchor," which creates a perception of value and choices for the guest and keeps a smile on the restaurateur's face.