Consumers still expect £10 burgers

With many restaurants charging up to £20 for a burger and fries, new research has revealed that consumers still expect the meal to cost just over £10.

According to the research that polled 2,000 Brits, commissioned by Smart Energy GB, potential restaurant guests said they would pay around £11 for a full English breakfast in a café or for a portion of fish and chips; over £15 for a pub Sunday roast; £12.47 for a takeaway pizza; and £10.23 on a burger and fries.

Customers are willing to pay on average £3.99 for a takeaway coffee, £4.79 for a sandwich from a local café or bakery and £3.73 for a pastry.

Separate research of 500 small business owners showed the disparity between consumer expectations and the reality of costs in the hospitality industry. Two in three businesses around Great Britain say they have raised their prices three times or more in the last five years, with supplier costs (62%) and energy bills (61%) cited as the most common reasons they have had to pass costs on to customers.  

“We can see many small business owners are doing everything they can to manage rising running costs, while limiting the impact on their customers," says Victoria Bacon, a director at Smart Energy GB.

What's encouraging is that over 80% of the consumers polled still believe it is important to support their local independent businesses. Six in 10 (61%) want to do so because it supports the local economy, while 56% are eager to play their part in protecting jobs.

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