The price of strawberries and cream at Wimbledon proves the Championships is not elitist, the tournament’s organizers have stated. The All England Club has defied inflation and the rising cost of production by keeping the cost of a punnet at £2.50 for the twelfth year in a row.
So central is the dessert treat to Wimbledon’s brand that organizers are willing to forgo a significant profit margin so that it remains accessible. Sally Bolton, the chief executive: “Like every other business, our costs are increasing across the board, so we’re having to balance that challenge. As much as we can, we’re trying not to pass that on to the customer. One of the most iconic parts of our food and drink offer, strawberries, are kept at £2.50 and have been now since 2010, so we’ve retained those at an accessible price despite input prices going up.”
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