Surcharge Pricing, Avocados and Australia

May 6th, 2019 (Updated 03/23/2021)

Gabriel Smith
Chief Evangelist at Pricefx

Riddle: What do Mexican avocados, Australia, and an impending guacpocalypse have in common? The answer is…. Surcharges: I got an idea to write this post in Santa Barbara, California in November, where I saw a new surcharge applied at restaurants: There was an avocado surcharge as a result of a supply shortage due to a growers’ strike in Michoacán, Mexico: While I did write a note to the management team that $15 for a soggy Quesadilla with no avocado was NOT reasonable (true story), it was not enough for a blog post. The recent guacpocalypse caused by the fuel shortages...

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