Cover Charge: The Real Cost of Getting Customers Through the Door

David Miller, co-owner of Millers Fish & Chips in Haxby and co-host of the Ceres Podcast Master Class. His shop won Seafish Fish & Chip Shop of the Year in 2018.

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It’s never been harder to fill a table — and never easier for customers to walk away.

They say the customer is always right — but these days, they’re not just right, they’re royalty.

Every meal out, every pint poured, every coffee sold is a victory in a battle for attention, loyalty, and, most importantly, spend.

As someone who’s spent a lifetime in hospitality, I’ve always loved going out — not just for the food or the drink, but for what it represents: time well spent. “Work hard, play hard” has always been my motto, and I’ve shared that ethos with my wife, Lesley, for decades.

Now that I’ve finally stepped back from the tools, I get to live it properly. By two o’clock most days, I’m done. The afternoon’s mine. I can take a day off whenever I fancy. People say, “You’re never in — you’re always out.” They’re right. And why not? I’ve worked bloody hard for it.

I’ll be 64 next year. Many of my friends are already in their seventies — some fit as fiddles, others struggling, and a few sadly no longer with us. That puts things in perspective. These next few years are for living — for saying yes to dinners, good wine, and the occasional G&T.

A Simple Routine, a Big Realisation

Most days start with the same question: “What are we doing today — staying in or going out?”

It doesn’t take much persuasion. If we’re heading out, we set off around four, hop on the bus into town, grab a few beers, have a nice meal, maybe another drink, and we’re back home by half nine. Box set, sofa, asleep by ten-thirty.

If you’d told me ten years ago that I’d be home and in bed by that time, I’d have laughed. But it’s a different pace now — and truth be told, it’s brilliant. The best bit? You’re out when other like-minded people are out. It’s easy-going, sociable, and full of good energy.

But while I’m out enjoying myself, I can’t help noticing what’s happening around me. York’s absolutely heaving with restaurants, bars, and hotels — over 1,900 places to stay at last count. Tourism keeps the city buzzing, but retail? That’s another story. Out-of-town centres have pulled away the big names, leaving independents clinging on.

Food and drink, though — that’s where the magic still happens. And the competition is intense. Every restaurant, bar, and café is fighting tooth and nail to earn its place. You can taste the effort.

Cover Charge: What’s Really Filling (or Emptying) Seats

Here’s something I’ve realised from being out so often — and it’s something that should make all of us in hospitality sit up and take notice.

The restaurants that don’t adapt — the ones that refuse to run offers, special nights, or creative promotions — are the ones sitting half-empty.

The ones that do embrace it? Packed.

Just last week, I walked past a pub offering “Two mains and a bottle of wine for £25” — the place was buzzing, laughter spilling out onto the pavement. Next door, a lovely little restaurant I’ve always liked, same great food, no offers, no buzz — half the tables empty.

That’s the reality. Many business owners I talk to say, “We don’t do offers.” Fair enough. But they’re often the same ones saying, “It’s gone quiet.”

The truth is, people are being careful right now. The cost-of-living squeeze has made everyone think twice before spending. But they still want to treat themselves. They just need a reason — a nudge, a spark of excitement, a bit of perceived value.

And the clever restaurants know it. Midweek “two courses for £15” menus, early-bird deals before 6:30 pm, steak-night Thursdays, or even a simple “buy one, get a glass of wine free” — they all work. I’ve even seen pubs using loyalty cards and local discount nights to keep the tills ringing midweek.

These aren’t desperate discounts — they’re smart signals. They tell customers, “We get it. Things are tight. But we still want you here.”

And here’s the thing: it’s not just the offer that brings them in. It’s the experience when they arrive. Great service. Great atmosphere. Great hospitality. That’s what gets people off the sofa and into your restaurant. Because let’s be honest — most people aren’t short of choice. What they’re short of is motivation.

Pride vs Pragmatism

There’s a fine line between holding your ground and standing still.

Many fish and chip shop owners tell me, “We’re worth more — we should charge higher prices.”

And maybe they’re right — but what’s the point in charging more if you’re serving fewer meals? A higher price with an empty shop achieves the opposite of what we want: less turnover, less energy, less community.

Sometimes, pride gets in the way of pragmatism.

I hear operators saying how hard it is right now — and I don’t doubt it for a second. But when you compare our trade to restaurants or pubs, we have to recognise something: they’ve got it even tougher. Bigger premises, higher business rates, more staff, more wages, more food waste, and endless stock holding for wide menus.

We’ve got agility on our side. That’s a blessing. We can move faster, react quicker, and connect more directly with our customers. But only if we’re willing to adapt.

We can be proud of our craft and still be pragmatic. Doing a deal isn’t selling out — it’s staying in the game.

The Customer’s New Mindset

People don’t go out by default anymore. They go out by decision.

That changes everything. When money feels tight, eating out becomes an event, not a habit. Every detail matters — the welcome, the energy, the quality, the feeling that it was worth every penny.

I see it night after night: the places that deliver that feeling — that emotional return on investment — are thriving. The ones that don’t are fading fast.

We can’t just rely on “good food” anymore. Everyone has that. The real differentiator now is connection — making people feel seen, valued, and looked after.

And let’s not forget — restaurants aren’t just competing with each other anymore. Supermarkets have raised their game too. You can pick up a restaurant-quality ready meal deal for under a tenner these days. Add a decent bottle of wine and you’ve got a cosy night in that costs less than a single main course out.

And don’t get Stelios started, because I haven’t even mentioned QSRs and other fast-food chains that are throwing out deals left, right, and centre.

That’s the real challenge. We’re not just tempting people away from other restaurants — we’re tempting them away from convenience. It’s not about matching price; it’s about offering what supermarkets and QSRs can’t: atmosphere, warmth, and genuine hospitality.

In other words, hospitality in its truest sense.

Final Thoughts: The Battle Is Worth Fighting

In today’s climate, getting customers through the door takes more than a good product — it takes effort, empathy, and imagination.

If you’re not doing offers because you think it devalues your business, you might be missing the bigger picture. The goal isn’t discounting — it’s connecting. It’s giving people an excuse to come out and reminding them what they love about your place.

These are the same themes we keep returning to on The Ceres Podcast — how to stay relevant, stay busy, and stay human in an industry that never stops moving.

So yes, the customer is king. But even kings need a reason to leave their castle.