It's Not All a Numbers Game When It Comes to Menu Supplements

Caroline Hatchett

Jae Lee wanted to add one standout luxury dish to his menu at casual, Korean-American Nowon in New York City. The caviar and trout roe add-ons he tried in the past didn’t sell well, so he turned to truffles to reinvent his best-selling, double-stacked Legendary Burger. 

For a modest $15 upcharge, Lee added truffle pâté, white truffle oil, and black summer truffles to the burger’s kimchi mayonnaise. He swapped...