Here is why peak summers are a reason for restaurateurs’ delite

In this scorching heat, if you decide to have a meal at a mid-tier mass restaurant, make sure that you carry your own can of popular cold drink can Coca-Cola, or else you would have to shell out Rs 100 for something which is available for Rs 30 in retail stores.

Since the past fortnight, the prices of cans of Coca-Cola brands have gone up from Rs 60 to Rs 100, charging a mark-up of as much as Rs 50 because of the summer season, and you won’t even be able to argue with the store managers, given that these prices are printed on the cans.

"They (the eateries) continue to source from Coca-Cola at earlier rates even though the printed MRP is of Rs 100," a trade official involved with the developments told ET. When enquired, a Coca-Cola spokesperson said that it is legislatively recognised and accepted that different MRPs can be declared on different packages, no matter the fact that they contain identical products.

"The differential MRP is legally permitted under law and is not restricted to one brand or products. It is often practised to maintain parity with the price charged for other products in the same or similar channels such as airlines, restaurants and cinemas," said the response.

Talking of rival PepsiCo, cans are sold for the normal rate at regular retail stores, while high-end restaurants sell it for Rs 60. This has also made the customers question the prices of Coca-Cola brands at these stores, which could even result in the shift of customers’ interest in the favour of PepsiCo.

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