What your words mean for your price tag

“MASHED POTATO-INFUSED BRIOCHE BUN.”

I did a double-take when I read it on the menu, so you get caps lock.

That’s a gentrified potato bread bun to you and me.

I silently applauded because there’s quite a big difference in the price tag you can put on ‘potato bread buns’ and ‘mashed potato-infused brioche buns’.

And it’s entirely out of proportion to the upgrade to the potato bread recipe.

It’s in the description. There’s nothing you can do with a potato bread bun that gets away from solid, staple, and ‘does what it says on the tin’.

Mashed potato-infused brioche bun, however? Smooth, indulgent, it invokes ‘chef’ over ‘cook’. It makes a feature of a necessary part of the process (y’know, mashing the tatties).

In short, it sounds extra. People pay extra for extra.

Probably why one of the later menu offerings is ‘...accompanied by kimchi slaw, ranch dressing & crack dust.’

Something for you to consider next time you write about your services.