SINGAPORE: In a bewildering turn of events, a diner at a popular hawker stall in Suntec City was left disappointed after receiving a remarkably thin slice of salmon that had many questioning its authenticity.

Mr. Clarence Khoo took to social media on December 22 to express his dismay after ordering a BBQ Salmon Set from Zhen Shi Korean Cuisine.

The Set and Reaction

The set, which also comprised spicy chicken galbi, featured a piece of grilled salmon that Mr. Khoo described as “much thinner than expected.” In his social media post, he shared a 7-second video and several photos, zooming in on the slice to highlight its sheer thinness. He even flipped it over to demonstrate just how flimsy it appeared. The meal cost him $8, leaving many to ponder whether they were getting their money's worth.

Public Response

Comments on the post were flooded with similar sentiments. "I thought it was egg at first glance!" one user humorously remarked. Others chimed in with their disbelief, recalling their own experiences with meager portions at the establishment. One commenter lamented, "It's always so thin... Food Republic has the highest prices in my opinion."

The Trend of Shrinkflation

This incident taps into a larger trend known as "shrinkflation," where businesses reduce portion sizes while maintaining the same prices in response to rising operational costs, including expenses for raw materials and rent. Mark Stiving, a pricing expert, notes that consumers tend to react more strongly to price increases than to reduced sizes, making shrinkflation a tempting strategy for cost-conscious businesses.

Consequences of Shrinkflation

However, this tactic has its downsides. With many consumers becoming increasingly vigilant about portion sizes, cases of shrinkflation in Singapore have sparked backlash on social media platforms. For example, in October 2024, some customers expressed their grievances over smaller chicken pieces at KFC, while others were outraged when McDonald’s "large" fries appeared to only be half-full despite costing S$4.60.

Long-term Impacts on Businesses

Experts warn that while shrinkflation might provide temporary relief for businesses, it risks long-term damage to their reputation. Tim Hill from GlobalData Singapore emphasizes that consumers noticing such decreases may opt for competitor brands or delay their purchases altogether. Moreover, with the instantaneous nature of social media, negative feedback can spread rapidly, jeopardizing a company’s image and customer loyalty.

Conclusion

As diners like Mr. Khoo highlight their concerns, the question remains: Are these establishments cutting corners, or is it simply a matter of rising costs? What’s clear is that consumers want quality, not just promises, and businesses will need to navigate this fine line carefully to retain their patrons.