How do you charge $12 for a $5 bowl of soup?
Show it off in the window like it’s a diamond brooch (good visuals).
Sell it a in trendy bistro a block off Fifth Avenue on Manhattan’s upper East Side, where digs go for multi-millions . . . and multi-multi millions (location).
And don’t call it “soup” — it’s “zuppe” (marketing).
For the record, the “zuppe” of the day was turkey chili.