We hear the story of Frank, who is acutely aware of the world around him, particularly when it comes to pricing and consumerism. Frank is frustrated by the seemingly arbitrary price increases he observes in supermarkets in France and Germany, and his frustration escalates after a rude encounter with an elderly couple in a German supermarket. He becomes increasingly sensitive to the tactics used by retailers to influence consumer behaviour and questions the ethics of these practices. He ultimately seeks out cheaper alternatives, but even when he finds endives at a seemingly reasonable price, he can’t escape the feeling that he has been manipulated by the system. Frank’s experiences raise questions about consumer powerlessness in the face of large corporations and the impact of these practices on our mental well-being. His journey through different supermarkets is about more than just groceries; it’s a lens through which he examines societal changes, the nature of consumerism, and the role of human connection in everyday life. Should we, like Frank, continue to question the subtle influences around us, or is there a point where it’s better to accept the game as it is and focus on the little wins that bring comfort and connection?
Transcript
Claire
Ever get the feeling that like supermarkets are kind of playing a game with us with like prices and stuff? Today’s deep dive is going to be interesting. We’re going inside one man’s uh shopping trip. Yeah, we’re talking international price comparisons, the psychology behind those like discount stickers and um maybe even how to find the perfect endive.
Sam
Okay, so maybe not everyone’s like super into endives. But trust me on this, there’s something here for everyone. This guy Frank, he really pays attention. And uh what happens to him? It gives us a really good look at how supermarkets, well, they kind of nudge us towards spending more.
Claire
Right. So, before we get too deep into this whole endive thing, let’s uh talk about Frank. So, he’s a community leader. He’s been through some stuff lately and he’s definitely on a budget.
Sam
Yeah, he’s definitely watching his wallet. And actually, something happened recently. Not really important what it is, but it’s made him well hyper aware of people, how they act. And that includes how they act around, say, pricing and advertising. He notices everything now.
Claire
Interesting. And here’s the thing, and this is kind of a big deal, Frank. He lives in a place where he can shop in France, and Germany, like easily.
Sam
Yeah. It’s unusual.
Claire
So, he’s got this like front row seat to how prices and just like the whole shopping experience changes depending on where you are.
Sam
Yeah. And what’s interesting is he picks up on the little things. Pricing. Yeah. But also where they put stuff in the store, how the employees treat you. Stuff most people wouldn’t even notice. Okay, so picture this. It’s uh Wednesday, October 9th, 2024. Frank’s feeling kind of stressed, decides to treat himself, he goes for a massage. Nice. And then because, you know, got to eat. It’s off to the supermarket. First up, a German one.
Sam
And here’s where we really start to see how like observant this guy is. Even something as I don’t know, normal as people cutting in line, he turns it into something bigger in his head.
Claire
Oh, yeah. He gets annoyed by this older couple who totally just barge in front of him. But it’s more than that. It gets him thinking like, “Has the world changed? Do people not care about rules anymore?”
Sam
And you know, we mentioned earlier how he’s like super sensitive to this stuff now. Well, this little queue-jumping thing, it kind of sets him off. Like, now he’s really paying attention to everything.
Claire
No, he’s about to go down the rabbit hole.
Sam
Exactly.
Claire
And it gets intense. So, next up, Frank’s in France. Still got to get those groceries. He’s on the hunt for some endives. Right. Last week, bag of five, €2.49. Reasonable. This week, same store, same endives. €3.49. What?
Sam
Frank is not happy. Like really not happy. This price jump, it just throws him. And here’s where it gets interesting. It makes him think about something called shrinkflation. You ever heard of that?
Claire
Wait, endive shrinkflation? This is reminded me of that article you sent me. Isn’t that when like companies make the product smaller? But charge the same price.
Sam
Exactly. So they shrink it down, but you’re paying the same or sometimes like what happened with Frank even more.
Claire
So it’s not just, you know, him being like overly frugal. This is a real thing because honestly. Some of my go-to snacks have felt well lighter lately.
Sam
Oh, you are not imagining things. It’s everywhere. And most of us don’t even realize it because you know that price, it seems familiar. So, we just assume we’re getting the same amount. But Frank, he’s starting to question everything.
Claire
And here’s the thing. This isn’t even really about endives anymore, is it? This is like Frank’s having a moment here. This price hike, it’s like it opened his eyes to how this whole system works, you know?
Sam
100%. It’s not about the money. So, much as what it means. He’s thinking about like the power dynamics. You’ve got these big companies and then us just trying to buy our groceries, and they’ve got all these ways to make us spend more without even thinking about it.
Claire
That’s when he starts talking about all the advertising in the store. He’s like bombarded with special offers and price reductions and all that. It’s overwhelming.
Sam
Yeah. And he’s not falling for it. Like those 30% off signs, do the math. Often it’s like a few cents. It all comes back to marketing psychology. Supermarkets, they use these tricks, loss leaders, discounts, whatever, to get inside your head, to make you buy.
Claire
Right. Loss leaders. That’s where they actually lose money on a product just to get you in the door. Right.
Sam
Exactly. Although, fun fact, those are actually illegal in France, which makes this whole endive situation even weirder. But that’s a whole other deep dive
Claire
for another time. So, we’ve got Frank, no endives, feeling a little, let’s say, distrustful. Where is he off to next in his search for like ethically sourced and cheap produce? So Frank’s on a mission now. He will find endives at a price that doesn’t make him question reality
Sam
and maybe restore a little bit of his faith in humanity while he’s at it.
Claire
Exactly. So next stop, another supermarket. End of situation. Still a no-go.
Sam
Yeah. No dice.
Claire
But he does have this kind of nice moment with the cashier.
Sam
And this this right here shows how important just like I don’t know connecting with another person can be.
Even somewhere as you know kind of blah as a supermarket.
Claire
So it seems like a small thing. Frank’s notes, but he really makes an effort to be kind to the cashier, like extra friendly, respectful. The cashier seems like he’s having a day, you know.
Sam
Oh, totally. And Frank, just by like smiling, saying “monsieur”, it actually seems to make a difference.
And for Frank, it kind of reminds him that, hey, little acts of kindness, they still matter, especially in these like everyday places.
Claire
It’s a good reminder for all of us, really. Okay, but the endive quest continues. This time, Frank decides to try his luck. at a little Turkish shop he knows. Sometimes they have well more interesting produce,
Sam
right? Like stuff you wouldn’t find at the regular supermarket.
Claire
And spoiler alert, no endives there either, right? But it does get him thinking about something that’s been on his mind lately.
Sam
This is where we really get into those bigger picture questions,
Claire
right? Like economic stuff, societal stuff.
Sam
Exactly.
Claire
He starts comparing this small shop, like family run to these massive supermarkets he’s been in, and he’s wondering, can a place like this even survive?
Sam
Yeah, it makes you think
Claire
like intellectually, sure, we all know we should support small businesses, local businesses, but then there’s the convenience factor, right? And usually it’s cheaper at the big supermarkets.
Sam
It’s a tough one for sure.
Claire
It is. Okay, so endive count. Still zero. Frank heads back, defeated, but not broken, to the first German supermarket. Surely this time, right?
Sam
Well, it’s Frank’s world, so of course there’s a twist.
Claire
And this one, it’s small, but it speaks volumes.
Sam
Oh, this is going to be good.
Claire
They’ve got endives finally, but they’re in those like two packs. And get this, no price tag.
Sam
No, seriously. I mean, that’s like the definition of inconvenient,
Claire
right, And for Frank, it just confirms everything he’s been feeling. It’s like they’re not even trying to be upfront any more. Zero transparency.
Sam
Exactly. Like, if they’re pulling this with something as simple as endives, what else are they being, you know, shady about?
Claire
It just creates the sense of like, what are you hiding?
Sam
Right. Total distrust. So, at this point, I think I’d be like, “Okay, forget the end dives. Salad from the deli it is.” Right. But not Frank.
Claire
Frank’s made a stronger stuff.
Sam
He’s going all the way.
Claire
He is. He decides on one more supermarket. The fancy one. The one where, as he puts it, you’re mostly paying for the atmosphere. Ooh. Okay. Now, I’m really curious. What happens at the fancy supermarket? So, it’s the final showdown. Frank, the fancy supermarket, and a bag of endives with a price tag that’s hopefully visible this time
Sam
and more importantly a choice,
Claire
right? Does he brave the self-checkout or you know actually talk to a human being?
Sam
Because remember at this point Frank is well I think over it is putting it mildly. Price hikes, sneaky marketing, just wanting a little bit of like normal human interaction.
Claire
And those self-checkouts, they’re kind of the opposite of that, aren’t they?
Sam
The ultimate symbol of like efficiency over everything, which I don’t know about you, but sometimes I just want to talk to a person, you know?
Claire
Oh, 100%. I mean, it’s It’s faster, sure, but also kind of soulless.
Sam
Exactly. And it seems like Frank’s in that headspace, too.
Claire
So, what’s he choose?
Sam
He goes for it. Human interaction wins. Picks the cashier line. Even takes a quick pic of the endive prices just in case,
Claire
you know, just to be sure.
Sam
Smart.
Claire
Yeah.
Sam
But also, like, I get it. After all that, a little bit of trust issues is understandable, right?
Claire
Totally. So, does he actually get to buy these endives or is there another plot twist coming?
Sam
He gets his endives. And get this, the cashier. Super nice. Like way friendlier than anyone else he’s encountered on this whole journey.
Claire
You love to hear it. A happy ending at least for this one grocery trip,
Sam
right? Although I’m not sure happy is quite the right word.
Claire
Okay, explain.
Sam
So Frank gets home, endives in hand. He’s had time to think, right? And he’s feeling well kind of drained.
Claire
Drained? How so? He got his endives, didn’t overpay, even had a nice chat with the cashier.
Sam
True. True. But he’s also seen like behind the curtain. He understands now how much effort goes into making us spend more. Like endives were just the tip of the iceberg.
Claire
It’s overwhelming when you start to notice it, right?
Sam
Totally. And he’s also kind of bummed about how most people they’re either clueless or just like resigned to it. It’s just how things are, you know?
Claire
Yeah. It’s easy to feel like that. Like what’s the point of even trying?
Sam
Exactly. And even Frank, who’s clearly put a lot of thought into this, he even calls himself pedantic at one point.
Claire
Like he’s taking it too seriously. Oh, the irony.
Sam
Total irony
Claire
So, what’s the takeaway here for those of us listening who, you know, maybe don’t have time to analyze every single shopping trip?
Sam
I think it’s about awareness, even if it’s not on Frank’s level. Like, we’re not saying everyone needs to become an endive detective, but just noticing those little things, asking yourself, wait, is, is this a good deal? Am I actually hungry, or is this just clever marketing?
Claire
Right. Being a conscious consumer without it like taking over your life.
Sam
Exactly. Maybe it’s choosing the human cashier like Frank did. Maybe it’s grabbing a coffee from the local place instead of the chain or you know sometimes it’s okay to just buy the endives and not overthink it.
Claire
This has been I got to say a surprisingly deep conversation about of all things grocery shopping
Sam
Proves that the most everyday stuff sometimes that’s where the most interesting stories are hiding.