Where’s The Beef! Shrinkflation’s Impact on Procurement’s Value Proposition

Posted on May 31, 2022


More for less, or less for more?

A May 17th Reuter’s article headline reads, “Where’s the beef? McDonald’s, Wendy’s are sued over burger sizes.” Apparently, consumers notice that the size of the hamburgers in these companies’ advertisements is not an accurate representation of their product’s actual size. According to experts, the companies use partially cooked burgers in their ads because doing so makes them look more appetizing (and bigger) than their fully cooked version.

But are burgers the only product in which reality doesn’t match expectation – or past experience?

The Office for National Statistics reports that “the size of product has shrunk for 2,529 consumer items over the past five years.” Everything from toilette paper and coffee to candy bars is notably smaller. However, they are still being sold for the same price as their larger earlier versions. And this was before the pandemic.

Joining Procurement Insights’ Jon Hansen will be a panel of industry thought leaders who will delve into the significant impact that shrinkflation has on procurement’s perceived value proposition and what we need to do to address it in the following four areas:

  • Testing Tolerance
  • Re-Basing
  • De-list/Re-list
  • Reversing Moore’s Law

Register now to reserve your place for this thought-provoking, action-provoking panel discussion!

Meet the Panelists:


Jeremy Bowley | Managing Director, Insider Pro

Jeremy helps management teams and investors growth their business valuation by orchestrating supply chains and operations to improve profitability, remove growth constraints and eliminate risks.

His approach is forensic in style and epic in terms of results. Jeremy has worked with over 100 business mostly in the £20m-4bn turnover range – including retail, hospitality, construction , healthcare and manufacturing – delivering £ms in cost savings, revenue improvement and risk reduction.


Jeannine Heron | Vice President, ICG TTS Global Sourcing at Citibank

As a Global Procurement Professional with over 20 years’ experience,Jeannine brings that value to her stakeholders. She specializes in IT Procurement at a Global level as well as in managing multiple stakeholders and projects, both locally and throughout the globe. Her experience includes global strategic sourcing, category management, vendor management, process improvement and leadership. Jeannine is a proven leader having managed local and global teams, unionized and non-unionized, in all procurement categories such as IT/Telecom, Marketing, Print, Travel, Legal & Professional Services, etc. 


Jon Hansen | Founder and Chief Editor of the Procurement Insights Blog 

As the Founder and Chief Editor of the Procurement Insights blog, Jon Hansen has gained an international reputation for delivering unique and meaningful insights into the procurement world and business in general through a variety of mediums including radio and television.

A sought after speaker, writer, and moderator; he is a two-time Ottawa Finalist for the Ernst & Young Entrepreneur of the Year Award for having built and ultimately selling his software company for $12 million.

With 40 years of high-tech industry experience and almost as long in procurement, Jon’s recognition as one of the Top 50 Procurement Influencers globally reflects the value that he brings to our industry.

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Posted in: SIG, webinars