Tea Choice Paradox
We love tea at the studio (sometimes coffee) but recently its all about the TEA. Like most people, over the years our desire for something a little different has increased and so has our purchasing behaviour. The days of the kitchen cupboard being full of a basic PG tips and possibly one other brand have well and truly gone. Now we have a huge choice on offer, mainly because at one point or other we have said, “that sounds nice!” only to find it left part opened and spend years standing next to the ‘Schwartz five spice” which someone bought in 2006!
Choice is good, but sometimes it can be objectionable and cause complete paralysis. On a recent visit to the Yumchaa in Soho I was presented with a pleasant and straightforward menu of drinks, along with an amazing selection of cakes! Simple, so I thought! “I’ll grab a green tea please.” The smiley 20 something replied, “Which green tea would you like?”, and pointed to a selection of four A4 boards in front of me each with a name and description of various teas on offer. Roughly 12 on each… a choice of 48! On top of this where small glass corked bottles each with a little circle colour code on the top, which referenced the A4 menu and contained a small amount of which I can only describe as forest floor. Minutes passed as I went about opening and sniffing each bottle. The queue of potential customers become longer and slightly aggravated with my lack of knowing what the hell I wanted. Slightly embarrassed and becoming increasingly unresponsive to achieving a decision I blurted, “can I just have a black coffee!”
So what have I learnt? Maybe it’s that the choices we offer as businesses should be simplified… less is more? Or maybe I should research and decide what I want before I venture to Yumchaa again? The one thing I do know is that too much choice is definitely stressing me out… ?