Checkers Cape Town Rip-off

I have recently returned from Plettenberg Bay where I used Checkers 60/60. Normally very happy with that service. However, I was amazed/appalled to find that four of the items that I purchase regularly were all more expensive/considerably more expensive in Cape Town Crystal Valley butter R74,99 vs R69.99 Cadburys 150g chocolate R44,99 vs R39,99 Aquelle Sparkling water 1,5 litre R14,99 vs R13,99 Niknaks R15,99 vs R14,99

One would assume that a small remote centre would attract higher prices, but clearly not. Very disappointing