{"id":14765,"date":"2026-05-31T09:52:07","date_gmt":"2026-05-30T21:52:07","guid":{"rendered":"https:\/\/winefolio.co.nz\/?p=14765"},"modified":"2026-05-31T09:52:07","modified_gmt":"2026-05-30T21:52:07","slug":"the-usual-please","status":"publish","type":"post","link":"https:\/\/winefolio.co.nz\/?p=14765","title":{"rendered":"The usual, please"},"content":{"rendered":"\t\t
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Do you have a favourite restaurant? And, do you always order the same thing when you go? There\u2019s something comforting about this. Don\u2019t get me wrong, I subscribe to all the \u2018new restaurant opening\u2019 newsletters and will (very) occasionally go along and try something new. But I am by nature something of a \u2018late adopter\u2019 of things. Stuff like technology in particular, so I do have a habit of settling into comfortable (and comforting) ways.<\/p>

And it certainly applies to wine. Although, to be fair, I am way better at exploring the world of wine than I am trying to learn AI, or getting a smart watch (no, I haven\u2019t). I know way too many people who stick to their lane when it comes to choosing what vino is going in their glass. I\u2019m not talking about the office worker who reaches for a glass of Sav after getting home at 5 o\u2019clock. I\u2019m looking at you with the big cellar and the propensity to drink big reds.<\/p>

I was wondering why this is a thing, and whether it is a good or a bad thing? Because wine – and restaurants – sit at a crossroads of pleasure, risk, identity, and habit.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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People say<\/i> they like novelty, but when they\u2019re hungry, social, tired, stressed, celebrating, or spending money, most default to reliability. Drinking, or ordering the same thing solves a surprising number of psychological problems at once. First up is \u2018Decision fatigue\u2019. After making decisions all day, choosing dinner or what bottle to open can feel oddly exhausting. The familiar reduces mental effort.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Or what about \u2018Risk avoidance\u2019? Restaurants are one of the few places where you pay before<\/i> knowing whether you\u2019ll enjoy the outcome. Telling the waiter \u201cI\u2019ll have the usual, please\u201d minimises disappointment. Let\u2019s not get started on \u2018Emotional comfort\u2019. You know – certain dishes become rituals. A burger after work; the same curry on rainy nights; the familiar bottle of wine – they create continuity and reassurance.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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You\u2019ll often see people ordering versions of themselves – it’s known as \u2018Identity reinforcement\u2019. \u201cI\u2019m a steak person. Or – I\u2019m healthy. Or – I like Chardonnay.\u201d Order repetition reinforces self-image. People also like to fit in. Not everyone wants to be the explorer, or the person who orders the weird thing (and regrets it).<\/p>

You\u2019ll have your own favourites without always knowing why. There\u2019s an element here where predictability builds loyalty. Maybe it is because animals are wired to repeat known rewards. If that Central Otago Pinot delivered dopamine once, the brain remembers.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Let\u2019s look at that example further. I could say that you often buy a Central Otago Pinot for novelty within familiarity<\/i>. You\u2019re not necessarily always buying the same producer, but you want the same region, the same general style, but with tiny variations around the edges. You\u2019re happy to explore – within limits.<\/p>

That\u2019s why \u2018special pricing\u2019 can work. You might reach for \u201cthe usual\u201d but you still have a quick look at what else there is in the same category – region, price range. This kind of choice becomes less about the actual wine and is more about reducing uncertainty while preserving a feeling of possibility.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Do you have a favourite restaurant? And, do you always order the same thing when you go? There\u2019s something comforting about this. 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