The Small BIG: Small Changes That Spark Big Influence - Plot & Excerpts
Could a SMALL change in order be the BIG difference that wins you more orders? In the mid-1970s Italian restaurateur and businessman Antonio Carluccio left his Northern Italian home and moved to the United Kingdom where, following stints as a wine importer and then working with Terence Conran’s famous restaurant group, he opened his first food shop. Today there are more than 70 Carluccio cafes across Europe and the Middle East serving a range of authentic Italian foods including pastas, salads, gelatos, and…scooters! Yes that’s right. Prominently displayed on each Carluccio menu is a Vespa scooter that diners can order, presumably in a color of their choosing, while deciding what they might want to eat for dinner. We are uncertain of exactly how many people would want to purchase a scooter from a restaurant. We are also unsure exactly how many Vespas have been sold in Carluccio’s cafes. But there is one thing, as a team of persuasion scientists, which we are certain about—the potential influence that a big-priced item (a Vespa scooter costs around $3,500) might have on the much smaller priced food items found on the same menu.
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