A Cheshire pub owner has responded to backlash over the cost of his food after revealing a burger would set his customers back £19.50.
Gary Usher, owner of the White Horse in Churton, took to Twitter to address complaints over his menu prices on Sunday (February 5).
The chef proprietor, who is behind a host of award-winning restaurants across the north west, defended his burger price in a video post this morning – dubbing a suggestion that he should measure his prices against other pubs in the area as “just ridiculous”.
Hitting out at those criticising the £19.50 dry-aged beef burger, which comes with Comté cheese, mustard, relish and pickle with skinny fries, he said: “With the business, I try not to be arrogant about it, ever. I’m not.
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“But we have to give ourselves a bit of credit for who we are and what we’ve achieved and how we’ve got to where we’ve got.
“This pub isn't our first venture – this is number eight and were bl**** good at what we do, so you have to give us some credit... give us the confidence to make the right decisions with this.
“I’ve been working my whole life in this industry. This is my sector. This is what I specialise in; I’m an expert at it, we all are in this business.
“And to be told things like you should be comparing it to the business down the road is just ridiculous. That’s not how you price up a menu.
“The burger is £19. Now, we don’t look at other places to do that. Comparisons are great – be aware of what other people charge...
“...we source the ingredients, the very best ingredients. We get all our own raw ingredients, we add them up then take that into account then work out the percentage that covers all of our costs. That’s how we came up with the cost of the menu item. That’s why the burger is £19.”
Usher goes on to say that those complaining about the pub’s prices don’t have to visit the venue. “We love looking after people, we're in hospitality – it's what we do,” he said.
“However, if you don't want to come, that's also fine. There's an option not to buy that burger, there's an option not to come to the pub.
"Ricky Gervais has a sketch where he mentions in a town centre a big billboard saying 'guitar lessons £15' or whatever. Someone looks at the sign and says 'I don't want guitar lessons!'
"It's the same with the burger. It's not for you. If you don't want it that's fine. That menu is an advert for our business, take a look, it is up there for your perusal and social media is a great place to voice your opinions, but you don't always have to.”
Usher, who is also behind restaurants Kala on King Street, Hispi in Didsbury, Wreckfish in Liverpool, Sticky Walnut in Hoole, Pinion in Prescot and Burnt Truffle in Heswall, is set to open the White Horse on March 3.
He’s spoken previously of the incredible support he’s received from the villagers in Churton who have been mucking in to help out as he renovates the pub.
He also recently revealed he saved the building from being demolished and replaced by flats. The owner said it was a ‘lovely’ feeling to have played a part in keeping the much-loved village boozer going.
Usher began hinting that he was in the market to buy a pub earlier this year but only completed on the sale of it last week. The White Horse had laid empty since the pandemic lockdown.
He said at the time: "I'm absolutely aware how much the White Horse means to the community in Churton because like any good pub that's who it's primarily there for, the community, and anyone else who visits is a lovely bonus. If we get it I don't want to rip it apart and change the way it looks. I love it.
"Our plans at the White Horse are pretty simple, we want to serve great drinks, delicious unpretentious food by a team that love what they do. I'm super keen to hear what the local community like.”
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