Golf fans headed to Augusta have breathed a collective sigh of relief as a fan favourite has returned to the famous menu at The Masters.
After being removed in 2022 due to supposed supply chain issues, the world famous Georgia peach ice cream sandwich is back.
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Rumours of the ice cream sandwich’s return swirled when it was spotted on the menu at the women’s amateur tournament at Augusta a week earlier.
However, in a shocking twist, Action Network sports business reporter Darren Rovell reported the price for the ice cream sandwich has been jacked up by a staggering fifty cents.
Previously, the item was available for $2.
The ice cream sandwich is just one of several iconic items on the famous Masters menu, such as the pimento cheese sandwich which fans can buy for $1.50.
It’s not just the food prices that are dirt cheap, either.
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For those looking for some hydration, patrons can snap up a bottle of water or a soft drink for $2 while a domestic or imported beer will set them back $5.
If you’re wondering what the most expensive item on the menu is, that would be a cup of white wine, priced at $6.
Interestingly, none of the items on offer are branded.
So, why are the menu items bafflingly cheap?
Well, according to Steve Salaga, an associate professor of sports management at the University of Georgia, there’s a very valid reason.
“We have to remember, the total cost of event attendance includes travel and transaction costs, the cost of the ticket itself, as well as any parking, concessions and souvenirs purchased,” Salaga told FOX Business in 2019.
“So one way to make the overall experience more appealing to the consumer is to keep the price of these complementary products like concessions low.
“Not that Augusta has an issue with this, but I think the affordable concession pricing is an appealing aspect of the consumer experience.”
Who knows if further price hikes for the items on display will continue in the years to come, but for those headed to Augusta, they can sleep safely in the knowledge the ice cream sandwich is back on the menu.
