Introduction

In a surprising turn of events, a diner in Singapore expressed his dismay over a disappointingly thin slice of salmon he received at a hawker stall in Suntec City’s Food Republic. Mr. Clarence Khoo took to social media on December 22 to share photos and a video of his BBQ Salmon Set from Zhen Shi Korean Cuisine, which included spicy chicken galbi but left him feeling shortchanged.

Diner's Reaction

In a 7-second video posted on the COMPLAINT SINGAPORE Facebook page, Mr. Khoo zoomed in on the salmon, emphasizing its unusual thinness. “First time I saw such a thin salmon,” he remarked in his post. At $8, expectations were undoubtedly higher for a portion of this staple seafood. His video revealed the salmon's flimsy nature, prompting netizens to react humorously. One commenter quipped, “I thought it’s egg in my initial view,” while another echoed the sentiment, saying, “Haha, me too; first time I saw such a thin slice.

Conversations on Value

This incident has ignited conversations among food enthusiasts regarding value and portion sizes, particularly in Singapore, known for its culinary scene. Many users in the comments section noted that Food Republic’s prices often do not align with portion sizes, leading one to declare it the 'highest-priced food court' in their view.

Shrinkflation Explained

This phenomenon ties into a larger economic issue known as shrinkflation, where businesses decrease product sizes or quantities while keeping prices the same, a tactic frequently used in response to rising raw material and rental costs. Mark Stiving, the chief pricing educator at Impact Pricing, explains that consumers are more responsive to price hikes than to reduced sizes, which can mask the reality of increased costs.

Risks of Shrinkflation

However, this strategy comes with risks. While it may provide temporary relief for businesses, over time, consumers may lose loyalty to brands that they feel are taking advantage of them. “Consumers who spot shrinkflation may switch to other brands or postpone their purchases,” warns Tim Hill, a key account director at GlobalData Singapore. Negative feedback on social media can also quickly tarnish a company's image.

Broader Context

This isn't an isolated case; many diners have recently complained about similar experiences. Just last month, KFC customers noted smaller chicken portions than expected, and a McDonald's customer found her 'large' fries disappointingly half-full despite paying S$4.60 for them.

Conclusion

As discussions about food pricing and quality continue to heat up, the question remains: how much longer will consumers tolerate shrinkflation before it impacts their dining choices? Stay tuned as this story evolves!