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That’s The Way Things Are

What’s The Real Bottom Line?

I stopped by the drive through window at Burger King on my way home one day last week to use a coupon for a free four-piece box of chicken tenders (I needed a snack to hold me over until dinner… I eat a lot… gimme a break). When I arrived at the pickup window, I asked for an extra sauce, and I was told it would be 25 cents additional.

An extra 25 cents? For one lousy extra sauce? Really?

I know the economy is in the toilet and the bottom line for all companies has become ever more important and they’re all pinching pennies — even big companies like Burger King. After all, we’re in what’s most likely the worst economy this country has seen since the Great Depression (which started back in October 1929).

But, is it really necessary to be THAT frugal? With the bulk amounts that Burger King purchases EVERTHING in, relative to the amount of business they do, they surely get everything at an incredibly cheap per unit price, including those sauce packs they dispense. And while I, of course, have no precise numbers to go on, if each of those sauces cost the company more than two cents I’d be shocked.

I was listening to CBS News Radio during a drive home a couple of months ago, when they broadcasted a report on a new economic study. They said that the average American currently eats out approximately three times a week. With the poor economy, though, fast food chains are getting a lot of that business. So, with the traffic for those restaurants remaining relatively steady even in this poor economic climate, obviously, business isn’t that bad.

So where do companies draw the line between pinching pennies (literally, pennies, at times) and customer satisfaction and loyalty? In this economy, many companies are offering discounts on their products — whether it be clothing, electronics, or food — to generate increased revenue, while others take the opposite route and …   More