Why Free MPRE Courses Are the Bar Prep Equivalent of Costco’s Rotisserie Chickens
For those who haven't experienced it yet, Costco's rotisserie chicken is a phenomenon in the retail world. Priced at a consistently low $4.99, these chickens are plump, juicy, and well-seasoned, offering incredible value for money. Shoppers often rave about the taste and quality, making it a popular item among Costco members. However, what's particularly fascinating about Costco's rotisserie chicken isn't just its flavor—it's the strategy behind it.
Costco uses its rotisserie chicken as a "loss leader." A loss leader is a product sold at a loss to attract customers into the store, hoping they'll purchase other, more profitable items. In Costco's case, the low price of the chicken draws shoppers in, and once they're in the store, they're likely to purchase additional items with higher margins, like bulk groceries, electronics, or household goods. The rotisserie chicken serves as an anchor product, pulling customers into the warehouse and encouraging larger spending sprees.
Interestingly, a similar strategy is seemingly employed by bar review vendors with the Multistate Professional Responsibility Exam (MPRE) courses.
The MPRE is a requirement for bar admission in nearly all U.S. jurisdictions, and it tests knowledge of professional conduct. Major bar review companies, such as Kaplan, Barbri, and Themis, often offer free MPRE prep courses. This might seem like an overly generous move, but there’s a calculated reason behind it—just like Costco’s rotisserie chicken.
By providing free MPRE prep, these companies aim to establish a relationship with law students early in their legal education. The idea is to build trust and familiarity with their brand and materials. When the time comes for these students to choose a full-service bar review course for the bar exam itself, they’re more likely to stick with the company they already know and have had a good experience with. Essentially, the free MPRE course acts as a loss leader; while the vendor might not make any money directly from the MPRE course, they hope to gain a paying customer for their more expensive bar prep services down the line.
In the end, both Costco and bar review vendors understand the long game of customer acquisition and retention.
Here’s a listing of some major vendors who offer MPRE materials for free (in alphabetical order):
