Like a lot of operators, Gary started the year with a price increase. But he has also maintained quality, looked for USPs and added new products to keep drawing customers in
We’ve had a really busy season this year, which started with a price increase at Easter. We finally took the plunge and put £1 on our cod and 30p on a portion of chips. We believe we are providing the best quality produce out there but with the price of potatoes going up, and cod going up and down, but mainly up, it was no longer sustainable for us to continue with the margins we were getting.
It was the first price increase we’ve had in 12 months and we’ve not had any adverse reaction at all. I think by keeping the quality and explaining to the customer, yes, we can keep the prices lower, but we can’t provide the sort of quality that you’re travelling to us for, they have understood where we’re coming from.
We are hoping we will get through to next summer before we need to look at prices again, but every quarter we do a detailed look at margins, just to see where we are.
Last year, we had the opportunity to work with our local fishermen. Bridlington, where we are, is the European capital of shellfish so initially we developed some homemade crab cakes utilising local crab as a way to connect with our community. Those are now a sought-after product within the shop and it led to us introducing lobster cakes at the beginning of this summer.Â
They came about because the local fishermen, who come in here as customers, told us that they weren’t getting a great price for their lobsters. Apparently, they had soft backs and, although the product was great, the restaurants weren’t interested in them. So we said we’ll see what we can do to help them out. We made some lobster cakes and they flew out. They weren’t cheap – they cost £7 – but for that customers got three pretty substantial lobster cakes.
The only downside was that the prep involved was immense and the more we got into the summer, we just couldn’t keep up with the demand. We explained this to the fishermen and now it’s gone full circle and they are looking at ways they can do some of the prep for us so that we can bring them back again. It’s been a great initiative for us -, we’ve increased trade while creating a USP – as well as for our local community, who can enjoy the produce around them, and the fishermen who live in the village and now have another income.Â
So my message to shops is to be proud of the quality you provide for your customers, don’t compromise on the best produce available, and look close to home for that USP that sets you apart from others. Customers appreciate quality and expect to pay a little more for the best.
