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Toast Box faces backlash and boycott calls amid price increases

Toast Box’s recent price hikes have sparked criticism and calls for a boycott on social media. Despite rising costs being cited as the reason for the increases, many users remain frustrated, urging others to stop supporting the chain.

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Toast Box faces backlash and boycott calls amid price increases
(Photo: Reddit)

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.

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Boycott toast box. They are toast liao, burnt toast!

I already boycott these shops long ago. Let’s all vote with our wallet and send them spinning into the abyss

All queuing up to get toasted as the name implies. Just like putting x next to lightning.

Please support Toast Box. If thousands of us show our kindness by forming long queues to buy their overpriced food, maybe they’ll reciprocate our kindness by lowering their prices.

Likewise for the PAP. If every Singaporean votes for them, maybe they’ll lower the costs of housing, public transportation, utilities, and even ministerial salaries. Who knows, they might even release our CPF savings after the elections!

Isn’t wishful thinking and blind positivity wonderful?

If u cheat me once shame on me… u cheat twice shame on u..

Not worth eating in any of their F&B businesses. Smaller portions and sky high prices.

Boycott. That’s the only way. If they say it’s because of rental refer them to Amy khor

You can have your simple breakfast, lunch and dinner at other eating places where the food prices are reasonable.
Doctoral Paul.

Yes, boycott them! E

I call Singaporean “Jakoon”. Helping the rich to count their money! They increase the price because they know Singaporean come to eating.. cannot resist! On Saturday morning before they open their store already long queue! If I’m the business men (not a philanthropy) what should I do.. with Singapore land price continue to increase by our govt? Root cause us elites corruption with xxxx.

There are more people with sufficient money to spend than people who are
borderline and below cases.

Most if not all, are too lazy to prepare their own simple toast, soft cooked eggs and coffee or tea.
No time..??
Wake up lah.
Dont play games till 3 am… lah
Dont watch drama till 2am lah

Stupid people keep voting for PAP
Stupid people keep spending on rubbish

Sinkies KPKB for fucks,just don’t buy from them,make them pay for taking their customers’ for granted,knowing Sinkies mentality KPKB only, patronise on the sly,just like how they KPKB the papee,at the ballot box sneakily mark “X” on for the lightning logo to strike their arses again & again?!!??

It is the same for Bread Talk, the prices are increasing as if their bread can really talk.

We can try CRYING so government will give out more vochers.Must learn from the BEST!CRY!
I cried because I worked so hard to be a benchwarmer but I can never make 99 million a year!

S2

Last edited 1 month ago by Blankslate

Cost increases. My ass. Be transparent, show us the cost. Then we will believe.

Breadtalk, Toast Box, Food Republic and Food Junction food courts and many others, including Din Tai Fung all same family same high prices avoid if possible

Boycott has impact. Trust me. I have seen many shops go bust ….tsk tsk tsk

Hahaha….just look at the price of mee rebus. Faint !!!!!

I already boycott them very long arh…LOL

Foolish noise from the 70% Cotton Sheep. Why does Toast Box need to raise prices? It is the knock-on effects of the property bubble.

Boycott and they go out of business, then you’ll have to contend with their competitor, who will reward you by raising their prices because they have less competition.

If I m not wrong, eggs for the entire Bread Talk, incl for DTF fried rice, supplied by Seng Choon at very low bulk favourite prices.

Yes, please boycott Toast Box.
A Mee Rebus got dragon meat inside to sell $12+? Go support the hawker stall. Even at $6, you can have 2 and taste better.

Toast Box must had made huge losses in China recent years due to China’s economy losing all its steam.

Some business, you can just let them go bankrupt. Toast Box is definitely one of them. Their SG staffs can go for SkillsFuture Jobseeker Support and all their Work Permit workers can return to their kampongs or mountains.

ToastBox, … apparently the nations fave place for a cuppa, doing their earnest bit to ensure the little red dot retains it’s costliest city in the world standing !!!

Boycott, … unworkable in SillyPore, as there’s never enough pissed off individuals whose willing to put their money where their mouth is, … by standing together, to get their message across !!!

SillyPoreans aren’t kiasi for no good reason ok !!!

Please lah, Toast Box is luxury meals ..how can beggers afford, Go eat Shit and Drink urine lah, complain everyday and waiting for the nail in the box, also complain rusty.

As I stated in an earlier post, there are enough Singaporeans who do not mind the kind of prices and price,,,those losers can eat their own poos…after all I am already drinking my own urine and paying for it…ONLY four legged crawling creatures are asking for crumbs and complaing.

As I stated in an earlier post, there are enough Singaporeans who do not mind the kind of prices and price increases practised by outlets like Toast Box. As I said I ate at Toast Box with friends twice in my life. I believe that is enough. I think my last visit was about 2 years ago. I can say with confidence there will be NO boycott and you will still find it hard to get a seat especially during peak periods. To me all those protests and expressions of anger are just fluff. How many will declare “I won’t… Read more »

Toast Box is part of Bread Talk Group. And Bread talk Group were privatised by George Kwek some years back.

Rising costs – what? PAP Administration tax? Labour? LJ 90 per cent are Foreign Trash, Malaysians, PRCs and so on.

Aiyo

Ministar salary never complain

Go join Aunty in the market bargain for cheaper price

Be a Contrarian

Small thing also hoo hah

Good News guys! Boycot really works at least at my neighborhood a veg stall jacked up a lot recently. Now, a new shop compete with her and she surrender and lowered price

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