The other day I was at Toby’s Estate’s Wooloomooloo outlet when I became inordinately interested in the menu pricing.
From my notes (I did mean inordinately) :
Short Black/Ristretto : $2.20
Long Black/Piccolo Latte : $3.00
Latte/Flat White/Cappuccino : $3.50
Here’s my puzzlement. It’s clearly not marginal cost pricing. Whilst the extra labour and milk obviously add a slightly greater cost to the flat white compared to long black, these extra costs are also present to a marginally smaller extent in the piccolo latte which is priced the same. And the effort involved in adding already heated effectively free water to a cup for a long black can’t represent an 80 cent cost on top of a short black.
But we don’t expect perfect marginal cost pricing in many places anyway. Read more »


Lots of readers of this blog will be regular readers of Tyler Cowen. I’m not, but that’s just my taste. He often has interesting things to say and there are just too many such people in the blogosphere so he’s not on my feedreader. Anyway, Tyler Cowen is often a good read and a thoughtful guy. When I was killing some time in an international airport last year I came across a hardback copy of the newly released Create your own economy: the path to prosperity in a disordered world by the said T Cowen. 