A few weeks ago, we purchased a few boxes of dry-aged, organic, grass-fed, never frozen, prime, porterhouse steaks. The raw material cost was way too prohibitive to have this on our regular menu, so we made a special from it.
A day later, we sold out. Such emboldened, we added it to the menu. And couldn’t sell the dish to save our lives. Sometimes, in food as in life, you have to put a big “extra super special” label in writing above things to sell them.


