SINGAPORE NO STRANGER TO DEMAND PRICING
Though Wendy’s no long has a reputation in Singapore, does there have been a similar reaction to the first announcement among local clients if it did?
We’re also accustomed to period- and demand- centered pricing: Think Electronic Road Pricing ( ERP ) gantries, trip- hailing apps, car park fees, movie and concert tickets, airfares, hotel room rates, gym membership fees – yet food delivery apps that announce higher delivery fees at peak mealtimes.
We may grumble a little, then either spoon out the additional fees or adjust our intentions and behaviours correctly. We may choose for public transportation instead of driving or ride hailing at peak days, those with no kids may plan holiday outside of the school vacations.
But my guess is, when it comes to us and our food (especially fast food ), surge pricing during peak hours had only push us to seek out another alternatives, of which there are plenty in food- caring Singapore. When the meal you count on to be fast and cheap becomes cheap and slow, it only leaves a bad taste in the mouth.
For food supply, wave fees aim also to improve provide by incentivising more riders to be available. Introducing it in a F&, B establishment would n’t do anything to increase F&, B manpower and speed up our food, and consumers will likely see it as nothing more than corporate greed.