A burger stand owner in Blackpool, England, has kept the price of his signature burger at approximately $1.34 since 2006 [1], [2].
This price stability is unusual given the global rise in food costs and inflation over the last two decades. The business serves as a rare example of a food vendor resisting the trend of frequent price hikes to maintain customer accessibility.
Chris Higgitt, the owner of the stand, said the ability to maintain the price is due to specific operational strategies [1]. He said that buying supplies in bulk allows the business to keep overhead costs low enough to avoid increasing the price of the signature item [1], [2].
In addition to procurement strategies, Higgitt leverages social media to drive traffic to the stand [1]. The resulting viral attention has increased the volume of customers, which helps offset the thin margins associated with the $1.34 [1] price point.
By combining high-volume sales with bulk procurement, the stand has operated with the same pricing for nearly 20 years [2]. This approach has turned the establishment into a local attraction in Blackpool, where the consistency of the cost has become a primary draw for visitors [1].
“The signature burger price has remained approximately $1.34 since 2006.”
The ability to maintain a fixed price for 20 years suggests a business model that prioritizes volume and brand visibility over high per-unit profit margins. In an era of volatile supply chains, this strategy relies heavily on the ability to predict demand and secure wholesale pricing, while using digital marketing to ensure a constant stream of new customers to sustain the low-cost offering.
