Queueing up for $5 high-end ice cream
Consumers reluctant to pay big bucks but still want the experience.
Gelato Messina growth in the last few years with the artisan trend showing no signs of decline.
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Retailing consultant Nicole Venter of Retail Oasis says diners were avoiding big bills at the end of a meal and instead buying the best thing they can get for a small price.
“People want authenticity, and that’s why they’re prepared to line up,” she says.
“In the past you paid for fine dining if you wanted an experience – people aren’t prepared to pay those prices any more but still want an experience, they will hunt it out and follow it.”
Venter says the novelty of lining up for an “it” brand offering an authentic version of a much-loved dessert was Messina’s winning formula.
