It had to happen. Someone had to see the potential goldmine of bringing Jamaica’s version of Doubles to Trinidad. Just as many Trinis see Doubles as a daily staple, it’s the same way Jamaicans see their patented Patty. Well, Mario Sabga Aboud, the Sam Walton of ‘ready to eat and drink retail in T&T’, has chosen his Rituals chain to pedal the pride of Jamaica. And from my observations it may not be doing too well. I think there may both be a price and an experience issue.
Trini consumers, like any other consumers, have a price range that they are prepared to pay for a beef pie. And, with respect, that is what a patty essentially is: a beef pie. The iconic Tina pie on Tragarete Road, for example, fetches $3TT (or less than 50¢US) and if you bought the local version of a premium beef pie in Linda’s, you pay about $6TT ($1US). A Tastee patty in Jamaica goes for about US $1 and it is widely available at more than 30 outlets. Of course there are other brands, so patties are always within a breath of desire.
(Patties have, according to anecdotal evidence, been outperforming other fast-food operations in Jamaica because they are cheaper at about $100 Jam ($1US) for a meat-filled pastry, which is often consumed as a midday meal. -Jamaica Gleaner, August 2009)
So at $12TT ($1.90US) a pop for a patty at Rituals, twice the price of what Jamaicans pay, one wonders if Mr. Sabga Aboud has over estimated patties ‘travel-ability’ and value to Trinis. Ah mean to say, would Jamaicans pay more for a doubles than they pay for a patty? (Using a similar mark-up, doubles would sell for $127JAM, compared to $100JAM for a patty) I admit I’m not comparing apples and apples, because Rituals offer an experience including, free Wi-Fi and sofas that swallow you.
The Starbucks Experience
So does the Rituals experience make up for the wonky pricing? Well that’s the million dollar question that Starbucks are now trying their best to answer. And customers have already answered with a resounding no. If you are marketing any product, you must understand where customers peg price and value. That is, the price that you cannot cross if you don’t want to lose them in droves. Starbucks lost their way when they did not focus on developing its “3rd place standing” in its customer’s lives- the place to go for some ‘solace’ outside of home and work. People were prepared to pay $4US for a latte because of the experience. Baristas that not only knew my name but also remembered that I have this quirky ritual of adding some cold water to top off my hot brew. Anyway, back to T&T, I think a $12TT beef pie, aka Tastee Patty, sold at Rituals crosses the line. And no amount of customer experience sweeteners can make up for that.
The Rituals Experience
And that brings me to the Rituals’ experience. I have not seen a material difference between the Rituals associate and their KFC, Pizza Boys or Papa John’s counterpart. So, apart from the physical benefits (wi-fi and the sofas mainly), the most important part of the experience, the people who serve, is largely unspectacular and undifferentiated. So free wi-fi and comfy sofas do not mask ordinary service and high prices.
Chiller Winner
So why is Rituals always full (or at least some of them)? I think their Chillers are their savior. They have gotten it right with this product in terms of the price/value relationship to customers. And thus far, they are the only game in town. Like their Chiller, their Tastee patties are also the only game in town, but they have not gotten the pricing right. Maybe they need to talk to their Jamaican franchisors about making the product right here in T&T, in store, then they might get it right and the customer experience will be enhanced by the aroma of freshly baked patties. KFC figured out what aroma can do for your sales a long time ago.
