After a lecture, I was anxious to begin the bulk of work planned for my two-hour break, but decided to first get my favourite drink.  Although a tremendously long lineup encircled the café, it was worth the wait. Half an hour later, I finally stood at the cashier.

“A passion fruit slush, please.”

“We don’t carry passion fruit.”

Confused, I read the sign: passion fruit slush, $4.

“Here, on the sign-“

“No, sorry.”

I left, frustrated. While I valued the beverage at the amount of wait time, I received no value for my time. The café did not deliver what it claimed to offer, paying a small cost of $4 potential revenue. A quarter of my time, which could have been efficiently used to study, was undoubtedly worth well over $4 to me.

Now, did the café only lose $4 of potential revenue?  I will less likely return to the café, and will suggest friends to visit other eateries (especially for beverages).  Being first-year students, we would have been the café’s customers for several years.  My friends may also pass on the suggestion. The café is then potentially losing revenue from orders of numerous relatively long-term customers.

So, who paid the greater opportunity cost?