Compared with most lunch sandwiches, the lobster rolls Alex Robinson sells from the side of his blue Happy Lobster Truck in downtown Chicago were already pricey. So, he was worried customers would go elsewhere after he started charging $17 instead of $15 to cover higher costs.
Turns out, Americans still have a crush on the crustaceans, and many are more than willing to pay up. Even after the price increase this year, Robinson says he hasn’t lost any business. The 4 ounces (113.4 grams) of wild-caught Maine lobster that he drizzles with butter and a touch of mayonnaise on a bread roll remain his best-selling item.
“We haven’t had anyone who said it wasn’t worth it,” said Robinson, who owns the truck. “Prices are going up, and it’s still staying popular.”
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