La Derecha Diario Currency control exit: Bonafide canceled a 6% increase in coffee prices
Companies that had increased their prices preventively are now reversing the hikes
Amid a scenario of increasing price revision by companies in numerous sectors, Bonafide made the decision to cancel a 6% increase in the price of Coffee, which had been announced just a few days earlier, following the lifting of the currency control by the Government of Javier Milei.
The measure was confirmed by a franchisee of the brand through a post on the social network X, where he shared an image of the official email he received from the company.
The message, titled "Price List Update CE – Cancellation of 6% Increase in Coffee", indicates that the company decided to nullify the increase applied on April 14. "We attach an updated price list, informing that we are rolling back the 6% increase in Coffee that was announced on 4/14, therefore, the prices will remain at the same value prior to said increase", the statement notes.
Additionally, Bonafide informed that franchisees who have received invoices with the new prices will be issued a credit note recognizing the charged difference.
This decision comes in a context where several companies had applied price increases arguing a supposed immediate impact due to the end of the control and a possible rise in the dollar. However, what was observed in the following days was a sharp drop in the exchange rate, accompanied by macroeconomic stability, which deflated inflationary expectations.
Bonafide's gesture thus adds to a trend that is beginning to gain strength: companies that had increased their prices preventively are now pressured to review those decisions. The pressure not only comes from the market and consumers, but also from the competitive environment, where brands that maintain more accessible prices could capture a larger share of demand.
Bonafide, with this measure, seeks to preserve the relationship with its franchisees and customers, and quickly adapt to the new market conditions. At a time when consumers are increasingly alert to prices, decisions like this make a significant difference in brand perception.
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