2min chapter

How I Built This with Guy Raz cover image

HIBT Lab! Too Good To Go: Lucie Basch

How I Built This with Guy Raz

CHAPTER

The New Way of Doing Things Right

Bakery chain Kaiser is selling a croissant for $5 to $7 and then the customer knows that they get it for two at the end of the day. "You're only going to pay five bucks and you might love it or you might like some of it, but that's just going to get," he says. The company was worried about devaluing their brand by discounting its products until the very end.

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