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2011-10-25
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There are two parts in this review. The first part is a food review on Duke's Deli. The second is on the value of a group purchase coupon for a meal at DDeli.Here's the first partuke's first started as a high-end burger boutique in the Soho area a few years ago. But the shop did not survive the competition and the high rent at Soho. It eventually opened its grassroot version, Duke's Deli which has since moved from Des Voeux Rd,to the iSquare until now.Unlike the Soho Duke's which targetted t
Here's the first part:
Duke's first started as a high-end burger boutique in the Soho area a few years ago. But the shop did not survive the competition and the high rent at Soho. It eventually opened its grassroot version, Duke's Deli which has since moved from Des Voeux Rd,to the iSquare until now.
Unlike the Soho Duke's which targetted the high end of the market, DDeli seems to target at the younger and less expensive segment of the market.
I don't usually visit TST but this time, we got a few group purchase coupons which claim to serve a pizza set meal worth $91 for $39. So on this Friday night, we decided to drop by the iSquare and try out the DDeli. The place is tidy, casual and pretty american. They serve pizzas, beer, burgers, fries, steak sandwiches etc.
So what's the deal for the meal? For the $39 coupon, we got a slice of pepperoni pizza, fries and iced tea. The pizza slice was big, cheesy, and topped with enough pepperoni, the crust is the thick and chewy type, pretty north american. The fries were good, crispy outside and fleshy inside.
At $39, I had no complaints and surely felt that it was a good deal for a fair meal, until I started fliiping thro the menu. The menu showed pizza sets at $56 + 10% for a slice of combination pizza (with pepperoni, mushrooms), fries, iced tea and cole slaw which was not included the coupon set.
We asked the waitress how the $91 was arrived at? "Sorry, I don't know". "
Can we order other items and use the coupon as $91?"
"No, you can only redeem the coupon for the pizza set".
"But the pizza set is only $56, and includes coleslaw !!! Why does the coupon say it's worth $91?!"
"Sorry, I don't know. U have to ask the agent!"
Mad, but can't blame her. She didn't sell me the coupons.
So, what's the catch behind the $91 value as claimed by the coupon? This leads to the second part of the review -- which tries to figure out the value of this $39 coupon.
Well, let's try to analyse this $39 question.
(a) $39 is the face value of the coupon.
(b) $56 + 10% less the price of the coleslaw is the apparent intrinsic value of the coupon.
(c) Why apparent?
You have to look at the fine print on the coupon which says
"Must use the coupon or pay the minimum charge of $88 plus 10% service charge" !!!
So if you're only going to spend less than $88 on food, then taking the minimum charge into account, the intrinsic value of the coupon becomes $88 + 10% less the price of coleslaw.
So far so good? Ok, let's take another step and make it a bit more complicated
(d) But I made a special trip from HK to TST by MTR to use this coupon. Well then, from a cost perspective, the transportation cost should be deducted from the value in (b) and (c) to arrive at the net intrinsic value of your coupon.
Still not confused? Let's take another look at the subject.
(e) From a consumer's utility (or satisfaction) standpoint, the value of the coupon should be what the consumer is prepared to pay for the pizza set. In my case, the place is clean and tidy; the food is fair. Without the coupon, I would have been willing to pay $70 for the set (including 10% service charge). In this case, neglecting transportation cost, the value of the coupon is $70. The extra of $70 - 39 = $31 is the consumer surplus -- extra satisfaction from the meal over and above what I paid for.
(f) I still don't know where the $91 comes from?! Perhaps it's based on ordering the meal a la carte rather than as a $56 set. If that's the case, then I'd say the $91 is simply a theoretical value with really no meaning to me as a consumer as I could have purchased the same set at $56.
Hope my convulated Economics 101 has not spoilt your appetite.
Nice place, fair food, sub-service, good price at $39 or even $56. Will encore.
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