Ice cream became a “hot topic” for us -two decades ago- as
our family played miniature golf in the early morn of a very hot Saturday. Though ice cream is not the antidote for
thirst and heat, it would, however, fill a need for something cool, refreshing
and decadent. As my family played
nearby, I noticed an ice cream stand not too far off in the distance... AH HA,
treat time, I thought! No, not really, I remarked to my husband after reading
what it would cost for the cheap (un-premium) brand of ice cream that was being advertised. At $1.00 a scoop or $1.00 per popsicle plus
tax- the total bill would have been ridiculous for 6 people... Our boys seemed
stricken that a special treat was now out of reach for them. They understood, though, the concept of value for the
dollar. This was not value. This was price gouging, plain and simple! We would have none of it.
Upon finishing the golf game, we drove to the
nearest grocery store. A surprise was waiting for everyone... A purchase of Neopolitan ice cream and cones brought
cheers from all as I hurriedly returned to the car with my melting purchase... How
much ice cream could we eat became our mission? Neapolitan was chosen because it was strawberry,
vanilla and chocolate, fan favourites.... We now had ice cream galore and
choice to match. The next dilemma: how much could each of us consume before the
volatile heat of the summer’s day would melt the frozen purchase... Could I scoop fast enough?
The 2 liter tub of ice cream was dispensed in record time.
We laughed at the speed at which the cones were being consumed, after all, time
was not on our side. As I scooped the frozen confection into one cone after
another, I reminded everyone of the group's directive: to eat as many ice cream cones as
possible...Two hands meant two cones, I reminded them... We
laughed again... The ice cream was
consumed with glee by a group of hungry travellers, at a fraction of the cost of the
‘other’ ice cream and no tax! The benefits were clear and the children learned
another valuable lesson in marketing and tourist/price gouging. The customer was king!! ... (And full!)
Advertising did nothing to make us buy. The costs were too
great. Any company can charge what they want in a “captive audience”
environment. I would have understood the cost of the ‘original’ ice cream cones
if sold - on a mountain top retreat, near a volcanic resort, on a secluded
island hideaway in the middle of the ocean or on a moon base! There are transportation costs etc. to
consider. But this was a medium sized town in Ontario, Canada populated with
real people visited by real people travelling with their brains. There were
grocery stores that sold food and ice cream. There were choices available to us and we acted on them immediately.
The tourist is a real person not a fictional character to be
treated like a fool on a whim!...Retailers, have respect for the people who keep you in
business!... Like you, we all have bills to pay. We travel on a budget, money that has been saved for a special day trip, week’s vacation or holiday to visit
family etc. Creating a hostile shopping environment- for ice cream or other
souvenir like products- for the travelling public will not help your bottom
line, Mr. Company president. Would you or your family buy at the price you are
selling to us? Let that be your guide... Our ice cream treat was a memorable event
made possible by someone who dared to think ‘outside the box’!
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