Owner of Viral $1.34 Burger Stand Reveals Secret to Maintaining Low Prices for Two Decades
Owner of viral 1 34 burger – For nearly two decades, a modest burger stand in the bustling seaside town of Blackpool, England, has defied inflation and rising costs by keeping its iconic dish priced at just £1, equivalent to approximately $1.34. Chris Higgitt, the 58-year-old proprietor of Higgitt’s Las Vegas Arcade Blackpool & £1 Burger Bar, has maintained this price point since launching the business in 2006. The simplicity of the burger—comprising a bun, English beef patty, onions, and sauce—has become a beacon for tourists and locals alike, drawing crowds even as other eateries raise their rates.
A Legacy of Affordable Eats
Chris Higgitt’s journey to creating this affordable option began with an unexpected conversation about revamping their arcade. The couple, who previously ran a bed-and-breakfast together, purchased the arcade in 2006 after it struggled to attract visitors. “We were brainstorming ideas, and the burger bar concept just popped up,” Higgitt shared with SWNS. This casual idea evolved into a full-fledged venture, with the £1 burger quickly becoming the centerpiece of their operations.
What started as a side project has since grown into the primary income source for Higgitt’s family business. The burger stand operates seven days a week during the peak season, from March through November, and accounts for roughly 90% of its revenue. Despite the challenges of energy cost hikes and supply chain disruptions, Higgitt has managed to sustain the price without compromising quality. “It’s more popular than ever,” he emphasized, noting that customers often wait over an hour for a single burger during busy periods.
“I am very proud of being able to keep the price for this long,” Higgitt said, reflecting on the decision that set his business apart. “People will wait in line for more than an hour to buy one, just to experience it.”
The secret to his success, Higgitt claims, lies in a blend of operational efficiency, bulk purchasing, and strategic use of social media. He estimates the cost of each burger at around 50 pence, or about 68 cents, which includes ingredients and electricity. “Keeping prices low depends on buying ingredients in bulk and ensuring a steady flow of customers,” he explained. This philosophy has allowed him to maintain profitability while offering value to a loyal customer base.
From Engineering to Entrepreneurship
Before entering the food industry, Higgitt’s career spanned engineering and hospitality. He worked as a processing and quality engineer for several years before shifting focus to managing a bed-and-breakfast with his wife, Karen. The couple’s decision to invest in an arcade marked a turning point, but their true breakthrough came from a spontaneous idea to introduce a burger bar. “We thought, why not create something unique?” Higgitt said, highlighting the collaborative nature of the venture.
Over time, the £1 burger gained traction through word-of-mouth and digital platforms. TikTok creators and YouTubers have played a pivotal role in amplifying its visibility, with videos of the dish going viral and attracting new patrons. Higgitt, who welcomes food influencers to film their experiences, credits this exposure for creating a buzz that draws people to the stand. “I am always welcoming food YouTubers or TikTokers who come along and record themselves trying the burger,” he added. “This in turn brings people to try it themselves, or just to see me and enjoy the buzz of the place.”
While the burger remains the star attraction, the stand also offers other menu items such as hot dogs, Spam sandwiches, and sausage sandwiches. These additional options cater to diverse tastes but do not detract from the main draw: the enduring affordability of the £1 burger. Higgitt’s approach has not only preserved the stand’s appeal but also positioned it as a symbol of economic resilience in a rapidly changing market.
Combating Rising Costs with Innovation
With global food and energy prices climbing steadily since 2006, Higgitt’s ability to keep costs down has become a rarity. His strategy revolves around meticulous budgeting, sourcing ingredients locally, and streamlining the production process. “Efficiency is key,” he said, explaining how he optimized every step of the operation to reduce expenses. By purchasing in bulk and maintaining a consistent supply chain, he ensures that the burger’s price remains stable, even amid economic fluctuations.
Moreover, Higgitt has embraced modern marketing tactics to sustain his business. Social media platforms have proven to be an invaluable tool, with viral videos generating widespread interest and drawing in both tourists and food enthusiasts. The stand’s reputation as Britain’s cheapest burger has further cemented its status as a must-visit spot for budget-conscious diners. “It’s a conversation starter,” Higgitt noted, highlighting how the low price point sparks curiosity and engagement among customers.
The stand’s long-term success is a testament to Higgitt’s adaptability and commitment to his vision. While other businesses have struggled with inflation, he has turned the challenge into an opportunity. His story resonates with those seeking affordable options in an era of rising living costs. “I never thought it would last this long,” he admitted, adding that the demand for the burger has only increased over the years. For Higgitt, the £1 burger is more than a product—it’s a promise to his customers.
As the business continues to thrive, Higgitt remains focused on preserving the integrity of his offering. He attributes the stand’s growth to a combination of factors, including its simplicity, the reliability of bulk purchases, and the community’s support. “People love the idea of getting a quality meal without breaking the bank,” he said. The blend of tradition and innovation has allowed him to maintain the £1 price point while ensuring the stand remains a staple in Blackpool’s food scene.
Despite the challenges of modern commerce, Higgitt’s approach offers a blueprint for small businesses aiming to stay competitive. His ability to balance cost control with customer satisfaction has not only kept his doors open but also fostered a loyal following. As he looks to the future, Higgitt remains dedicated to his mission of providing value through his signature burger, proving that affordability and quality can coexist in an ever-evolving market.
Impact on Local Economy and Community
Higgitt’s decision to keep prices low has had a ripple effect on the local economy, encouraging other small businesses to explore cost-effective strategies. The stand’s popularity has also bolstered Blackpool’s reputation as a destination for budget-friendly dining, attracting visitors who prioritize value over extravagance. “It’s a win-win,” Higgitt said, noting that the business supports both customers and the community by offering employment opportunities and fostering a sense of local pride.
For many, the £1 burger represents a rare escape from the financial pressures of daily life. Higgitt’s story highlights the importance of staying true to a core value—affordability—while adapting to new trends. As he continues to serve customers, the stand stands as a reminder that innovation and consistency can create lasting success. “I never expected the burger to become such a big deal,” he said with a smile, acknowledging the journey that led to its current status as a cultural icon in Blackpool.
With the help of social media, the burger’s legacy has grown far beyond the confines of the arcade. Its viral appeal has turned a simple meal into a symbol of economic resilience, proving that even in tough times, a small business can thrive by focusing on what truly matters: the customer experience. As Higgitt’s story continues to inspire, the stand remains a shining example of how affordability and quality can coexist in an unpredictable market.
