A seaside burger stand in England has defied nearly two decades of rising food and energy costs by maintaining its signature burger at just over one dollar. Chris Higgitt, 58, operates Higgitt’s Las Vegas Arcade Blackpool & £1 Burger Bar in the coastal resort town of Blackpool, where he has sold the same burger for £1, approximately $1.34, since opening in 2006. The burger features a bun, an English beef patty, onions and sauce.
The remarkably low price has transformed the stand into a major attraction, drawing long lines of customers during peak tourist season. Higgitt expressed pride in maintaining the unchanged price point for such an extended period. The burger’s popularity has only grown over time, with customers reportedly willing to wait more than an hour in line to purchase one during busy periods.
From engineer to burger entrepreneur in Blackpool
Before entering the burger business, Higgitt worked as a processing and quality engineer. He later operated a bed-and-breakfast establishment with his wife, Karen, before the couple purchased an arcade in 2006. The arcade struggled to generate sufficient revenue, prompting the couple to explore alternative business opportunities.
During a casual conversation about improving their business prospects, the idea of adding a burger bar emerged. Higgitt sat down to analyze the financial viability of the concept and determined he could profitably sell burgers at the £1 price point. What began as a supplementary venture gradually evolved into the couple’s primary income source. Today, approximately 90 percent of Higgitt’s revenue comes from the burger operation, which operates seven days per week from March through November.
Strategic approach keeps production costs at 50 cents per burger
Higgitt estimates each burger costs approximately 50 pence, roughly 68 cents, to produce when factoring in ingredients and electricity. The business model relies on three key elements: operational efficiency, bulk purchasing strategies and social media exposure. Buying ingredients in large quantities allows Higgitt to secure lower per-unit costs, while maintaining a steady stream of customers ensures consistent volume.
The owner credits bulk purchasing agreements with suppliers as essential to keeping production costs low enough to maintain the £1 price point. The high volume of sales compensates for the thin profit margin on each individual burger. Operational efficiency in preparation and service allows the stand to serve large numbers of customers during peak hours without significantly increasing costs.
Social media drives traffic to Britain’s cheapest burger
Digital platforms have emerged as one of the most significant drivers of customer traffic to the burger stand. Videos posted by TikTok creators and YouTube food reviewers regularly attract new visitors eager to try what many describe as Britain’s cheapest burger. Higgitt actively welcomes content creators who visit to record themselves trying the burger, recognizing the promotional value these videos provide.
- Videos on TikTok and YouTube generate ongoing customer interest
- Food reviewers regularly feature the £1 burger in content
- Social media exposure brings visitors from beyond the local area
- Online buzz creates a self-sustaining marketing cycle
The viral nature of social media content creates a self-perpetuating cycle of interest. Each new video introduces the burger stand to potential customers, some of whom visit specifically to try the famous £1 burger, while others come to experience the atmosphere and meet Higgitt himself. This organic marketing approach eliminates the need for traditional advertising expenditures, further contributing to the business’s ability to maintain low prices.
Expanded menu complements signature burger offering
While the £1 burger remains the flagship product, Higgitt has expanded the menu to include additional affordable options. The stand now sells hot dogs, Spam sandwiches and sausage sandwiches, providing customers with variety while maintaining the focus on value pricing. These additional items help diversify revenue streams while attracting customers with different preferences.
The burger stand operates exclusively during the tourist season, opening in March and closing in November each year. This seasonal schedule aligns with Blackpool’s peak visitor periods, when the seaside resort town experiences its highest foot traffic. The location within an arcade provides shelter from weather and creates a nostalgic atmosphere that enhances the overall customer experience.
Volume sales compensate for minimal profit margins
The business model demonstrates how high-volume sales can compensate for minimal per-unit profit margins. With each burger generating approximately 50 pence in gross profit before overhead costs, the stand must sell substantial quantities to generate meaningful revenue. The willingness of customers to wait over an hour during peak periods indicates the burger’s appeal extends beyond simple price considerations.
Higgitt’s success in maintaining the £1 price point for nearly 20 years stands in stark contrast to broader food industry trends. Restaurant chains and fast-food establishments have faced consumer backlash over price increases in recent years, as rising input costs have forced menu adjustments. The Blackpool burger stand’s pricing stability has become part of its appeal, offering customers predictability in an environment of general price inflation. The combination of strategic purchasing, operational efficiency and social media marketing has created a sustainable business model that continues to thrive nearly two decades after its inception.
