Food lovers have branded a local chef a "legend" and "bang on" for charging £19.50 for a burger, while others have been left scratching their heads over the price.
Merseyside restaurateur Gary Usher took to social media this week to defend the cost of a burger at his new pub after its £19.50 price tag came under scrutiny. The burger is sold at Usher's newest venue, The White Horse, which is the eighth venture for his company, Elite Bistros.
The brand boasts a range of award-winning restaurants, from Wreckfish in Liverpool to Burnt Truffle in Heswall, and many more, with newest addition The White Horse undergoing a full refurbishment following a successful crowdfunding campaign.
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Gary Usher took to social media to address the complaints over the burger's price, posting a five minute video to The White Horse pub's official Twitter page. The chef and businessman lambasted claims that The White Horse should be "comparing" itself to "the pub down the road" and determining its prices that way as "just ridiculous".
Usher said he and his team don't look at other venues in the area for prices and while it's good to "be aware" of competitors' costs, it's simply "not how you price up a menu". The self-described "expert" then talked through the buying process for the burger, explaining the team source the "very best ingredients", add them up, take VAT into account and then "work out a percentage that covers all our costs".
He said: "I want people to come, we'd love people to come, it's what we do. We love looking after people, we're in hospitality, it's what we do. 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 even to come to the pub.
"Now, love him or hate him, Ricky Gervais has a sketch where he mentions in a town centre a big billboard saying 'guitar lessons £15', whatever. Somebody walks past, looks at the guitar lessons 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."
He continued: "Take a look at the menu, if the burger's not in your price range or you think it's too expensive, move on. Go to the next restaurant, don't buy the burger, don't say anything. So to the people complaining and that don't like it, I'm really sorry but that is what we do and that is where we are at - that is the price of our burger."
After sharing the chef's response on the ECHO Facebook page, many people were divided over the cost of the burger. Jamie Peers said: "Fella is bang on. I've been to [the] Burnt Truffle in Heswall and it was very very nice. I personally thought it was a little too expensive for what it was and the menu was a little light on choice, however it was busy and it's clearly aimed at the right people. It just so happens that I'm not one one of them.
"I probably wouldn't go back, but then again I think he'll neither miss me nor care, whilst I won't begrudge him however much he wants to charge people. If you don't like it, or think the next restaurant, pub or bistro that's local is a better option, then vote with your belly and just go there instead. If you're that bothered to find out if you're right, you'll be able to confirm it if the place shuts. The man's got 7 other ventures though, whilst most of the moaners only eat at restaurants, not run them, so I'd be likely to lean towards he's got this one right."
Paul Stringer said: "why should he have to 'defend' the price? If it's not worth the price people won't buy it again, and any good business relies on repeat business. Personally I can't think of any 'burger' that I would pay that much for anyway."
Victoria Chiesman commented: "A good quality burger well made and presented is something to savour. No ones making them go!" Jennifer Maloney quipped: "Do you get a Prime drink with it?"
Martin Lester said: "Wow that's more than Gordon Ramsey charges". Andy Platt said: "Guy is a legend, what sad trolls are coming out of the woodwork to complain about this haha".
Sue Fairbairn-Smith said: "Same price as a burger in Miller & Carter. It's about the quality. If you want something cheaper, go elsewhere." Ian Hayhurst commented: "It's his gaffe, he can charge what he wants. Personally, I'd rather get a burger and a pint from Spoons for under a tenner".
Keenan Vaughan said: "People will complain about anything, if anything I want to try the burger even more", while Becca Jack Gibson added: "For that price, I'd expect it to sing to me and do the dishes afterwards."
The White Horse Pub is based on Chester Road, Churton, Chester CH3 6LA.
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