> Its like here in the UK, Marks and Spencer Food (a premium food supermarket) doesn't compete on price with ASDA, Tesco, Sainsbury's etc, because they'd lose,

> Its like here in the UK, Marks and Spencer Food (a premium food supermarket) doesn't compete on price with ASDA, Tesco, Sainsbury's etc, because they'd lose, instead their ads are Dine in, for two, £10 [1], which is meant to make you compare it to a restaurant, because then it feels like a very good deal. Its all about context. It "works", but I've never found those adverts convincing. People don't eat at a restaurant every day, and the food from a restaurant will be better than whatever M&S is offering. It's best not to try and trick your customers into spending more money for an inferior product. It tends to backfire over the long term.