Krispy Kreme's CFO that the company's a low single-digit price increase in September hadn't had a significant impact on sales.Photo Illustration by Scott Olson/Getty Images Customers don't seem to mind paying higher prices as companies hike up staff pay. Companies from Nestlé to Chipotle have been raising prices to offset higher wages and rising costs. "We have not seen any material reaction from consumers," P&G's CFO said. Companies say customers might be deterred if they hike their price to cover wage rises.