Diddy Riese prices go up a quarter
By Easter Khaw
June 6, 2006 9:00 p.m.
Though a dollar bill used to be enough, students craving a
late-night ice cream sandwich-fix from Diddy Riese Cookies now have
to dig in their pockets for an extra quarter.
The Westwood staple on Broxton Avenue raised the price of its
ice cream by 25 cents Monday, bringing up the cost of an ice cream
sandwich from $1 to $1.25. Also, a single scoop, a double scoop and
a triple scoop of Diddy’s Dreyer’s ice cream are now
$1, $1.50 and $2, respectively.
This marks the first time the cost of ice cream has gone up
since Diddy Riese opened in Westwood in 1983, said owner Mark
Perry, though Diddy Riese raised the price of a cookie from 25
cents to 35 cents in 2002.
Perry cited inflation and rising costs as the reasons behind the
increase.
“We went as long as we could,” Perry said.
“It’s just gotten to point that we just couldn’t
do it any longer.”
Signs preparing customers for “a modest increase in our
ice cream menu selection” prices were put up around Diddy
Riese about two weeks ago to give them plenty of notice, Perry
said.
“We are dedicated to giving you the best quality,
consistency and price with regard to all our products,” the
sign read.
“This modest increase will allow us to continue to sell
premium quality Dreyer’s ice cream at the absolute lowest
price possible.”
From there, the news has spread mostly by word of mouth, Perry
said.
Many students were disappointed to hear Diddy Riese raised its
ice cream prices, but understood the need for the increase and
admitted that 25 cents was not too big of a difference.
“A dollar twenty five for an ice cream sandwich still
seems kind of low for me,” said fourth-year psychology
student Megan Miyahira, who said she believed an increase of 25
cents was nothing compared to the cost of parking at UCLA.
Miyahira, who said she visits Diddy Riese occasionally,
expressed surprise that some might consider it a significant
change.
She added that the slight increase would probably not affect how
frequently she goes to the store.
Customers have had a few weeks to get used to the idea of a
price increase and Perry said he has received little negative
feedback.
“No one has complained at all,” Perry said.
“Mostly people are really understanding.”
In fact, many customers have expressed surprise that prices have
not gone up before, he said.
He added that the concerns customers have raised over the price
increase have more to do with convenience than cost.
“It’s easier to put a dollar down than a buck and a
quarter,” Perry said.
What some people consider a small inconvenience could be of a
great help to keeping Diddy Riese in business, Perry said.
“It’s still such a bargain at a dollar and
quarter.” he said.
Perry took over the Westwood business ““ named for his
grandmother, Deardra “Diddy” Riese “”mdash; from his
father in 1987.
Perry said Diddy Riese strives to keep prices as low as possible
and is only raising prices out of necessity, not to make more
profit.
“Our philosophy of business is not to try to get what we
can, but to give what we can,” Perry said.
“That’s our philosophy; we only raise prices when we
have to.”
