“I will tell you that we’re not going to allow what we believe is a temporary situation to derail us from our long-term proven go-to-market strategy of focusing on value to consumers over using low price as a lever to stimulate demand. Having said that, given what we’re seeing in Q2 primarily, and what our competitors – how our competitors are reacting you’re going to see pricing action across the spectrum, we need to stay competitive. But we will not do it in a way in which we believe will hurt the long-term brand equity and our long-term desires to increase pricing year-over-year,” stated President and CEO Frank Del Rio. 

Maritime Business World