Ya Kun Kaya Toast faces criticism as price for 12.5% increase for “Set A” meal

SINGAPORE – Ya Kun Kaya Toast, a popular breakfast spot in Singapore known for its tasty and budget-friendly offerings, has come under scrutiny following a Reddit thread on Wednesday, December 6.

The thread, initiated by user u/bumber123, highlighted a 12.5% increase in the price of Ya Kun Kaya Toast’s “Set A.”

The post mentioned that the cost has risen by 31% since January 2021, with a photo of the menu showing Set A now priced at S$6.30.

The user wrote in the caption, stating, “(The cost of) Yakun Set A price increased by 12.5% from today onwards. Up 31% from January 2021.”

Yakun set A price increased by 12.5% from today onwards. Up 31% from Jan2021.
byu/bumber123 inSingaporeRaw

Set A from the chain is the most basic option, consisting of two slices of Kaya Toast with butter, two soft-boiled eggs, and the choice of a regular hot beverage, either coffee or tea.

In April 2022, Set A was priced at S$5.60, and prior to that, it stood at S$4.80, likely the reference point for u/bumber123, the Reddit user who initiated the post.

The rise in price could be linked to the global phenomenon of inflation, notably heightened by the impact of the Covid-19 pandemic and escalating geopolitical tensions in recent years.

Dissatisfaction grows as prices surge at Ya Kun Kaya Toast

Based on the comments section, a significant number of users express dissatisfaction with the rise in prices.

One commenter noted, “It would cost them less than $1.50 if they were to purchase the ingredients at retail prices, so you can imagine at wholesale, it would be even lower.

“Of course, we have to consider staff costs, overhead, etc., but this highlights that their gross margin alone is quite high. Honestly, just do it yourself. I can make three sets at home,” the user said.

A user, echoing a similar viewpoint, raised a question about why individuals bother purchasing from the establishment, asserting that the food can be easily prepared at home.

Additionally, some users recommended exploring alternative locations if people were no longer inclined to support the chain.

A user mentioned that they stopped going to Ya Kun “ever since they jacked up their prices to ridiculous rates.”

Some of them proposed options such as Fun Toast or Toast Box, as well as hawker centres and kopitiams, noting that the toast prepared in these places is not only more affordable but also of good quality.

Meanwhile, a different user expressed that the increase in prices feels akin to “daylight robbery.”

Some individuals also characterize the cost of Set A as a “Not so value “value set.”