Toast Box faces backlash and boycott calls amid price increases

SINGAPORE: Singapore’s popular contemporary coffee chain, Toast Box, has increased the prices of its products, drawing attention from customers and sparking discussions online.

Established in 2005, the chain is now charging S$3.70 (US$2.84) for a cup of iced Kopi O and S$3.90 (US$3.0) for an iced Teh C, marking a rise of about 50 cents from previous prices.

Netizens took to Reddit to express their dissatisfaction, highlighting the rising costs of various menu items.

One post noted that the Traditional Kaya Toast Set is now priced at S$7.40 (US$5.68), expressing disbelief over the price increase.

In separate discussions, users lamented the price increases for some of Toast Box’s ‘All-time Favourites’ menu items, such as the Mee Rebus Set at S$12.40 (US$9.51), the Salted Egg Minced Pork Rice Set at S$12.70 (US$9.74), and the Drumstick Braised Pork Rice Set at S$15.20 (US$11.66).

This is not the first time Toast Box has faced public backlash over price hikes.

Last year, netizens circulated photos comparing the chain’s prices from 2021 to 2023, showcasing the steady increase.

In January 2024, the Traditional Kaya Toast Set saw another price rise from S$6 (US$4.60) to S$6.20 (US$4.76) at the Jurong Point outlet, with the same set now costing S$8.20 (US$6.30) at the Marina Bay Sands outlet.

The trend continues with other popular items, such as the Old School Hainanese Pork Chop Rice Set, now priced at S$15 (US$11.50), and the Spiced Drumstick Curry Rice Set at S$16 (US$12.27) at Toast Box’s Wheelock Place branch.

Toast Box cites rising costs for price hike

In response to inquiries, a spokesperson for Toast Box stated that the price adjustments, effective from 31 July 2024, were due to rising ingredient and operating costs.

The spokesperson emphasized that the decision was made with careful consideration, acknowledging the impact on customers but stressing the necessity of the changes to adapt to the current economic landscape while maintaining the chain’s commitment to quality.

While Toast Box declined to comment on the specific percentage increase, they expressed appreciation for their customers’ continued support and understanding during these challenging economic times.

“We deeply value our customers, and appreciate their continued support and understanding as we navigate these challenging economic times.”

Netizens criticize Toast Box price hike, call for boycott

The recent price increases by Toast Box have sparked a wave of criticism on social media platforms like Facebook and Reddit.

Many netizens expressed their dissatisfaction with the chain’s decision, with several calling for a boycott.

Some users urged others to stop supporting Toast Box, suggesting that this would present a greater challenge to the company than the economic difficulties it claimed to be facing.

One user noted that if people are unhappy with the price increase, they should stop visiting the chain to send a message.

They added that continuing to buy from Toast Box would imply acceptance of the price hike and encourage the company to believe that customers will tolerate further increases.

One user emphasized the need for a boycott, stating that it is the only way to compel restaurants to halt price inflation.

While acknowledging that price increases are sometimes unavoidable, one user criticized the extent of the recent hikes, suggesting that they have exceeded the value provided.

They argued that larger brands like Toast Box are not only charging for the food but also for costly store decor, including multiple TV screens displaying menus and promotional videos, as well as various public relations efforts and collaborations.

Customers keep flocking to Toast Box despite price increases

Despite the price hikes, some users observed that Toast Box outlets remain packed with customers.

One user pointed out that while many are complaining about the price increases, they continue to patronize the outlets, which remain crowded with queues.

This, they argued, justifies the chain’s decision to raise prices.

Another commenter added that even with the price hikes, finding a seat at Toast Box during peak hours remains difficult, reflecting the chain’s continued popularity despite the higher costs.

Netizens cite rising costs as inevitable factor in Toast Box price hike

Some users acknowledged that the price increase at Toast Box is inevitable due to rising operational costs.

One user suggested that the hike is likely driven by high rental expenses, which are a common challenge for businesses in Singapore.

Another user pointed out that prices generally increase over time and expressed understanding for the situation, noting that living in Singapore is expensive, and many businesses would likely make similar decisions in response to growing costs.

Others echoed this sentiment, mentioning that rising wages, rent, and overall operating expenses are factors affecting not just Toast Box but other coffee chains, hawker centers, and coffee shops across the country.