SG-based Indo restaurant Pagi Sore cooks up TARIFF10 deal

Singapore-based Indonesian restaurant Pagi Sore has capitalised on the ongoing tariff wars in the US with its own spin on charges. In an Instagram post last week (3 April), the restaurant unveiled that it will be offering customers a 10% discount on deliveries and self-collection for the month of April if they use the code "TARIFF10". 

"We heard financial markets talking about options, thankfully our menu has plenty of options to choose from," the caption read. Pagi Sore noted that the promotion was not a form of financial advice.

According to The Business Times last week, US president Donald Trump stated that he would impose a 10% baseline tariff on all imports to the US, including Singapore. 

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In conversations with MARKETING-INTERACTIVE, Park Tan, chef and owner of Pagi Sore said a 2025 goal for the restaurant was to boost delivery sales, hence the 10% tariff news aligned well with that target. "I probably would not have gone ahead with it if we had received a 34% tariff," he added. 

In addition to the current 10% promotion, Pagi Sore is offering a special discount code for first-time customers. The tariff promotion, therefore, serves as an added incentive specifically for repeat customers.

Moreover, Tan said that the current intention is to run the promotion until the end of April, however, he said, "we all know Trump intends to be 'very kind', so who knows what material he might provide me with in May". 

News around the United States imposing sweeping tariffs on numerous countries, including several in Asia, aiming to address trade imbalances and bolster domestic industries, have dominated headlines globally.

In Singapore, Prime Minister Lawrence Wong has put out a rather rare, chilling video bracing Singaporeans for the “seismic change” and impact of the escalating trade wars. These pressures threaten to leave small countries such as Singapore “squeezed out, marginalised and left behind”.

Following Wong’s statement, netizens expressed anxiety and frustration on the impact on consumers, sparking conversations around boycott of US products, according to data from Truescope. Others called for partnerships with other countries and asked the government for concrete countermeasures.

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