When I went skiing with my brother for the first time in South Lake Tahoe, he suggested we stop by Jalisco’s Taqueria, a Mexican restaurant he liked. The name “Jalisco” is a mark of quality since the region is known as the soul of Mexican cuisine and the birthplace of tequila.
At first, I did not find this restaurant appealing. The menu stretches across the wall and is hard to follow. It is packed with tacos, tortas, burritos, à la carte items, chips, and sauces. It is not minimal. As research on the paradox of choice suggests, too many options overwhelmed me.
But I noticed that the complex menu did not seem to bother other customers. People ordered confidently as if they already knew what they wanted. In fact, every time I go to the ski resort, I stop by and order the same burritos. It has become a routine for me.
When something becomes a routine, decisions happen automatically. I go to the same restaurant, order the same food, and leave satisfied every time. Routine, like an AI agent, takes over the work of deciding.
Current psychological theory and research affirm the positive affective and motivational consequences of having personal choice. These findings have led to the popular notion that the more choice, the better—that the human ability to manage, and the human desire for, choice is unlimited. Findings from 3 experimental studies starkly challenge this implicit assumption that having more choices is necessarily more intrinsically motivating than having fewer. These experiments, which were conducted in both field and laboratory settings, show that people are more likely to purchase gourmet jams or chocolates or to undertake optional class essay assignments when offered a limited array of 6 choices rather than a more extensive array of 24 or 30 choices. Moreover, participants actually reported greater subsequent satisfaction with their selections and wrote better essays when their original set of options had been limited. Implications for future research are discussed.
One thought on “The power of routine over the paradox of choice”
The author of the post argues that establishing a routine through repeated visits is a natural solution to the “Paradox of Choice”—the psychological paralysis caused by an abundance of options. This is because once a routine is formed, decision-making becomes automatic, which significantly reduces the psychological burden caused by excessive choices. The author uses a personal experience at a complex Mexican restaurant to show how a repeating habit naturally eases choice anxiety.
I strongly agree with the author’s argument, and I want to expand this idea by showing that modern routines are not just created naturally by consumers; in fact, they are often intentionally designed by companies to improve the customer experience.
Haidilao, the hotpot restaurant chain, offers a fascinating real-life example. Haidilao provides dozens of individual sauces, toppings, and menus, which can easily overwhelm first-time visitors. To rescue anxious consumers from decision paralysis, this restaurant strategically displays “Famous Sauce Recipes” on a large panel behind the sauce bar, with photos and clear visual guides. A prime example of this is the famous “Geonhee Sauce” recipe, a viral combination that became a cultural sensation among diners. The company even publishes recommended sauce combinations on its official website, suggesting that this guidance is not merely an in-store convenience but part of a broader strategy. Eventually, new customers can follow a recommended recipe without stress, and if they enjoy a satisfying meal, they tend to recreate the same combination on their next visit, and then turn it into a personal routine. Moreover, they can add or remove individual toppings based on their own preferences. This demonstrates how a company can go beyond simply offering choices and actively design the conditions that encourage customers to form routines.
However, a routine designed by the company can be a double-edged sword. For instance, Coupang Eats’ “Reorder” feature is an example. While it removes the hassle of choosing a dinner menu every time, it simultaneously traps consumers within their comfort zones. Personally, I have often found myself reordering the same meal by hitting that button, and asking myself, “Why did I order the same ‘known taste’ again?” The burden of choice decreases, but so does the chance to discover something new and better.
Personal fitness routines at the gym, on the other hand, feel different. People do follow a set structure at the gym, but they also adjust it regularly based on their goals and how their body feels. They decide when to add a new exercise, increase the weight, or take a rest day. In this sense, a good routine is not just a repetition — it is a flexible structure that the user actively shapes and improves over time.
Ultimately, the problem is not the routine itself, but who designs it and how it is structured. Routines are powerful tools for reducing the paradox of choice, but poorly designed routines can simply trap consumers in familiar patterns without room to grow. Therefore, designing a first experience that naturally guides customers toward forming a routine — like Haidilao does — is something marketers should pay close attention to. More importantly, leaving space for consumers to explore and adjust their own routines on their own terms is what turns routine from a lock-in mechanism into a lasting relationship.
The author of the post argues that establishing a routine through repeated visits is a natural solution to the “Paradox of Choice”—the psychological paralysis caused by an abundance of options. This is because once a routine is formed, decision-making becomes automatic, which significantly reduces the psychological burden caused by excessive choices. The author uses a personal experience at a complex Mexican restaurant to show how a repeating habit naturally eases choice anxiety.
I strongly agree with the author’s argument, and I want to expand this idea by showing that modern routines are not just created naturally by consumers; in fact, they are often intentionally designed by companies to improve the customer experience.
Haidilao, the hotpot restaurant chain, offers a fascinating real-life example. Haidilao provides dozens of individual sauces, toppings, and menus, which can easily overwhelm first-time visitors. To rescue anxious consumers from decision paralysis, this restaurant strategically displays “Famous Sauce Recipes” on a large panel behind the sauce bar, with photos and clear visual guides. A prime example of this is the famous “Geonhee Sauce” recipe, a viral combination that became a cultural sensation among diners. The company even publishes recommended sauce combinations on its official website, suggesting that this guidance is not merely an in-store convenience but part of a broader strategy. Eventually, new customers can follow a recommended recipe without stress, and if they enjoy a satisfying meal, they tend to recreate the same combination on their next visit, and then turn it into a personal routine. Moreover, they can add or remove individual toppings based on their own preferences. This demonstrates how a company can go beyond simply offering choices and actively design the conditions that encourage customers to form routines.
However, a routine designed by the company can be a double-edged sword. For instance, Coupang Eats’ “Reorder” feature is an example. While it removes the hassle of choosing a dinner menu every time, it simultaneously traps consumers within their comfort zones. Personally, I have often found myself reordering the same meal by hitting that button, and asking myself, “Why did I order the same ‘known taste’ again?” The burden of choice decreases, but so does the chance to discover something new and better.
Personal fitness routines at the gym, on the other hand, feel different. People do follow a set structure at the gym, but they also adjust it regularly based on their goals and how their body feels. They decide when to add a new exercise, increase the weight, or take a rest day. In this sense, a good routine is not just a repetition — it is a flexible structure that the user actively shapes and improves over time.
Ultimately, the problem is not the routine itself, but who designs it and how it is structured. Routines are powerful tools for reducing the paradox of choice, but poorly designed routines can simply trap consumers in familiar patterns without room to grow. Therefore, designing a first experience that naturally guides customers toward forming a routine — like Haidilao does — is something marketers should pay close attention to. More importantly, leaving space for consumers to explore and adjust their own routines on their own terms is what turns routine from a lock-in mechanism into a lasting relationship.
References : https://www.superhiinternational.com/cate/sauce