"Ice" Branding

Just returned from lunchtime at Raffles Place. Had Don's Pie. Good Stuff. Two Thumbs Up. Then I popped over to Ya Kun for a kopi peng (iced coffee).

"How much?" "$1.20!" "?!"

Strange. I remember Ya Kun everywhere else charges $1.80 for kopi peng, but this "flagship" stall charges just 10 cents for the ice. Reminds me of the Ang Moh's story at a food court from my lecturer...

"How much is an iced coffee?" "$1.80" "What? How much is a hot coffee then?" "90 cents." "You mean the 'ice' cost 90 cents?" "..."

From now on, I shall prefix an 'ice' on anything that I might want to sell. That way, I can charge more for the product or service. "Ice" <whatever>. Got a ring to it, doesn't it?