Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How Wawa Prices the Hoagie and Keeps a Cult Following
Wawa's hoagie is a cult staple across the Mid-Atlantic, but the real story is how the chain prices it. In this episode, Lucas and Luna dig into Wawa's 2018 decision to test market-based pricing on hoagies, the customer backlash that forced a rollback, and the psychology behind the chain's commitment to the everyday low price. They break down how Wawa balances labor costs, foot traffic, and a fiercely loyal base to keep the hoagie a value icon — and what that teaches any business about the risk of dynamic pricing on a beloved product. Specific, conversational, and packed with…
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