Some people would argue that choice is good, so more choice is better. They say the same about wine. A little is good, but more is not better. Everything reaches an optimal limit.
I recently confronted this situation in a food court. For most people approaching a food court at lunchtime, the choices are daunting. Chinese or Indian? Thai or Hamburgers, Pizza or Pasta?
This retailer made the choices all the more difficult with a Small. Medium, Large and Family take-out container.
In this case, the price differences were minimal, so the consumer is left with the option of being unsatisfied. Just like Goldilocks, if you order too small, you are unsatiated, order too big and you are either too full, or guilty at the waste.
Most people don't have time for all this, it's only lunch, so give people less choices. Dump the Family - it's too big, and dump the small. Perhaps the retailer could consider Medium and Large. Perhaps even be daring, rename the large to Maxi, and price it between the current Large and Family price.
Margins increase, store simplicity increases, and customer satisfaction increases.
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