Less beer, same price
We've told you about shrinking ice cream containers and peanut butter jars --- even though the prices for these items remain the same. Websites like Mouseprint and Consumerist exist just to chronicle such attempts by businesses to get more of our money. And the latest product to get this treatment? Pints of beer, according to the Wall Street Journal.
But how can a beverage dispensed in a standard unit of measurement decrease in size?
You might think it's just the natural variation in the way humans pour a beer, but no. Some bars and restaurants have been serving the drinks in glasses with thicker bottoms, holding only 14 ounces compared to the traditional American 16-ounce pint (in the U.K, pints are about 19 ounces). According to the article, some bartenders comically describe these vessels as falsies.
The article mentions a couple of chain restaurants that practice this, including some Romano's Macaroni Grill locations. Here are some others:
Some restaurants make no apology for reducing their beer-glass size. The Damon's Grill restaurant chain switched to 14 ouncers from 16-ounce glasses two years ago and didn't lower prices. "Someone who comes in and wants a beer doesn't want a huge glass," says Tanny Feerer, vice president for purchasing at Damon's International. "Fourteen ounces is enough." Since then, the chain has held draft beer prices steady.
The Hooters chain serves draft beer in 14-ounce glasses at franchised locations in Ohio, Indiana, Kentucky and Tennessee, and 16-ounce glasses in other states. "We can get 20 more beers out of a keg that way," says Archie Gleason, director of marketing for the franchisee, RMD Corp.
There's also some dispute about how much room to attribute to the head, or foam, that bubbles up when pouring a glass of draft beer.
Don't discount how the shape of the glass affects your perception --- and the bartender's --- of how much beverage they have served to you. According to this study by the author of Mindless Eating, bartenders tended to pour more alcohol into short, wide glasses as opposed to tall, thin glasses.
To me, it's not a question of greed --- if you've ordered a pint of beer, you should get a full pint of beer. If it costs more to make or sell a product, then change the price accordingly --- and let the buyer decide if it's right for him or her. Don't cheat them by cutting portions, at least while keeping prices the same.
Updated: for more examples of outrageous product shrink, check out mouseprint.org and consumerist.com.
(ed note: Liz, this is outrageous. Less ice cream, ok. Less peanut butter, ok. But beer? Is nothing sacred? If you give us less beer, charge us less money, goshdarnit. -- DTD)
Categories: Cheap/Frugal, Consumer protection





Comments
Wanted to clarify...
As journalists often do in an effort to support the facts as they see them (and/or as they would best serve the stories assertion), Nancy Keates gave only half of my quote. Not only in our conversation did I said "we can get 20 more..." I also said we do not currently and have never called a 14oz beer a pint. A pint by definition is 16ounces, right? I told her that we sell a large draft (20oz) and a small draft (14oz). Thanks for considering "the rest of the story." Sincerely, Archie Gleason PS Why would I dupe a customer if I want them to return?
DD: Thanks for clarifying Archie. We always want to hear the rest of the story here. And really, I couldn't have said that better myself. Duping customers is always a bad idea.
Posted by: Archie Gleason | June 27, 2008 2:01 PM
The conspiracy grows, and it's just not with beer.
http://articles.moneycentral.msn.com/Investing/CompanyFocus/TheIncredibleShrinkingDoritosBag.aspx
Posted by: Anon | August 7, 2008 1:50 PM