The Economic Principle That Helps Me Order at Restaurants

In the 19th century, when European thinkers began developing the economic principle of diminishing marginal utility, they probably weren’t dwelling on its implications for the best strategy for ordering food at a restaurant. But nearly 200 years later, their work informs what I get for dinner.

The basic concept that these early economists were getting at is that as you consume more and more of a thing, each successive unit of that thing tends to bring you less satisfaction—or, to use the economic term, utility—than the previous one.

Recently, Adam Mastroianni, a postdoctoral research scholar at Columbia Business School, invoked this idea, to explain why a flight of beer can be more satisfying than a larger glass of a single brew. “The first sip is always the best sip,” he wrote, “and a flight allows you to have several first sips instead of just one.”