Latest / The Pricing Marketing Podcast with Fexingo: Price Anchoring, Bundling, and Conversion Pricing
How a $7 Pizza Convinced People to Pay $23
In this episode, Lucas and Luna unpack the pricing psychology behind the 'three-tier' menu at a small Chicago pizzeria, Tony's Authentic. In 2025, Tony's introduced a $7 personal pizza to anchor value, a $14 medium as the 'safe' middle option, and a $23 large with premium toppings as the profit driver. Over six months, the large accounted for 47% of sales — up from 22% before the tiered menu. The hosts explore how a cheap anchor reshapes perception, why decoy effects operate even with food, and what this teaches marketers about structuring price ladders. No…
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