Yes, you missed two things: They did raise the price. They do it as a promotion and they believe that associated/follow up sales outweighs the cost. Not ment

Yes, you missed two things: They did raise the price. They do it as a promotion and they believe that associated/follow up sales outweighs the cost. Not mentioned in the article: it also got them on cnn and probably a lot of other news outlets. If you are a believer in “any promotion is good promotion”. They got a lot of press coverage out of 200 daily croquettes.