For the past two months, my taste buds have been pleasantly teased and titilated by the sugary, kosher goodness that is Greenbush Bakery. Let me tell you, nothing motivates you to walk to class like the smell of a bakery just two blocks away from your front porch.
There have been countless mornings where, sadly enough, the only thing my overtired mind has had to look forward to was the satisfying act of devouring one or two of these heavenly donuts with a cup of coffee on my way to the Humanities building. Indeed, a morning filled with Greenbush is a morning filled with love.
And they don’t just satisfy your morning cravings either... Oh no, they go much further than this. Anytime you find yourself needing to quell that violent case of the late-night munchies, Greenbush is there. Need a deep-fried lump of dough and sugar to prep your intestinal furnace before dinner? Look no further my friend.
Yes, Greenbush has gotten me through some rough times this year, even if they have most likely put me at serious risk of developing diabetes...
However, this morning, on my way back from English class, something felt off. I happily walked through the front door of the pas- try shop, its giddy little bell marking my arrival, and was greeted not by the normally cheerful set of beaming eyes behind the counter I expected. Rather, I found a lone young man dejectedly shifting his weight from foot to foot, refusing to make eye contact with me.
But oh well, I thought, everyone has their bad days. And so, I merrily carried on, ordering my two old fashion’s—one blueberry, one cherry and a small coffee. All seemed well, that is until the cashier looked up at me with his pleading countenance and uttered the following, “That’ll be 3.25 sir.”
Good God! I quickly glanced up at the sign above his head, and to my horror, right there in small plastic lettering was the new price... One donut, $1.00.
I gasped for air, and had to use all of my willpower to keep from grabbing the young man by his shirt collar and knocking some sense into him. But of course I couldn’t do that. This wasn’t his fault: He doesn’t set the prices, we do.
Apparently, with all of the traffic Greenbush has been receiving lately (just a month ago I overheard the owner of the establishment commenting to a friend about their quickly rising profit margins), their management deemed this an appropriate time for a mark up.
But alas, that’s just how things go here in ‘Murica. Higher demand, higher cost, regardless of if what you’re selling is a five-ounce wad of dough and corn syrup, or a soon to be-out of date electronic device. It doesn’t matter what you’re producing, so long as it’s consumed. And I’ve got to say, I’m starting to find this economic mentality disgusting.
Now keep in mind, I am no economist and certainly don’t know anything about markets or running a serious business, but the one thing I do understand is cost efficiency, and the effect of a positively charged, customer-shop owner relationship. If I can make a donut for about 50 cents, why sell it for a whole dollar, when I know I’ll sell 400 of the things in a single day?
Good service and fair prices lead to happy customers. Happy customers spread good P.R. As far as I’m concerned, in this case, low prices equal free advertising, especially considering we all know word of mouth advertising is the most effective and influential form there is.
Now, you may say, Jake, this is turning out to be kind of a sad and petty article, I mean you really shouldn’t even be eating donuts that often anyways, but please, listen my friends. This isn’t about my belly. Hell, it doesn’t even have to be about the donuts! This is about the mind- set that seems to say, “Because I can charge more, I should charge more, due to my right as a Businessman.”
Bullshit I say! Where have the business owners gone that didn’t mind cutting their monthly profits close, so that they could ensure their customers will be fully satisfied as they walk off with the delicious “goods”?! Well, they certainly aren’t on State Street or anywhere openly visible in the greater Madison area. Small cart vendors now set their standards at the gold- en $7 mark, even if they’re simply selling you a ham and turkey Panini. Sure, sure, there’s a cost to keep all of the machinery running, but come on! The price on my food is too damn high!
Greenbush, if you’re reading, know that I harbor no ill will toward you, or your divine little delectable’s; I only seek justice for my fellow consumers and myself. We may be cattle, but for Christ’s sake, we’re cattle with feelings.
Do you go-nuts for Greenbush donuts too? Tell Jake about it at jmur- ray4@wisc.edu and maybe you guys can split the pricey treat.
