The big menu
The big menu looks appealing. As you look through it, you see endless opportunity.

Of course, it's unlikely that a restaurant serving 30 different entrees has a specialty. And if they do, how exactly would I know what it is? And how long will it take me to sift through all these options? How might I feel when I'm leaving so much unexplored? After all, I can only eat so much. 

What if, instead of 30 entrees, you made 4? The kitchen would surely be more efficient and you could ensure those 4 things taste great.

Of course, you'd be passed over by the customers who think they want 30  options, but maybe that's a risk worth taking.
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