The Tyranny of Choice

Choice – a Publican’s View

The trouble is they try to please everybody, and they end up pleasing nobody. They’re trying to do too many things. They’re trying to entertain you, feed you, offer wines & spirits, when all you want is a decent pint of beer. You can’t please all the people all the time, so why bother

People come in here and say ‘What wine have you got?’ and I say ‘White. That’s it, it’s white wine, I’m not sure what it is. Narrowing the choice down makes things easier

– taken from the book ‘The Search for the Perfect Pub’, by Paul Moody & Robin Turner

Please forgive the rather lengthy quote, taken from an independent publican, but I think it does illustrate a common problem in many bars & restaurants – a surfeit of choice.

The Tyranny of Choice

You’ve all experienced it before – you sit down in a restaurant, and are offered a menu with a huge long list of dishes. The waiter/waitress then comes to your table and gabbles on about the ’10 specials’, which you try to listen to, before giving up and plumping for your ‘default’ dish, feeling rather dissatisfied with the whole process.

Sounds familiar?

Well, if it does, then there is a scientific theory behind this – you are probably a maximiser. 

The Paradox of Choice – Why More Is Less

This was a 2004 book by an American psychologist called Barry Schwartz.

Schwartz delves deep into the concept of ‘Choice’, exploring the personal development field and various psychological models for happiness.

However, sticking with our ‘restaurant menu’ scenario:

• A maximizer is a perfectionist – somebody who needs to be assured that their every purchase or decision was the best that could be made, and who has to consider every alternative.
• A satisficer has criteria and standards – they are not worried about the possibility that there might be something better as long as these basic standards are met.

So, next time you go out to eat or drink, don’t put yourself under too much psychological stress – this is meant to be a relaxing experience.

And for restaurants and bars, beware this ‘Tyranny of Choice’ – you might actually be driving customers away!