TELLY chef Rick Stein is flogging a pricey £42.95 breakfast – by post.
His mega-pricey food box is for two but some would-be customers have found the price tag hard to swallow.
Customers get four sausages, six eggs, bread, bacon, ‘hog’ pudding, jam, coffee, and butter. The food costs £35 and postage is £7.95.
Rick tells buyers: “Enjoy a full Cornish breakfast at home with all the ingredients you need to serve a very hearty breakfast for two.
“Available for delivery across the UK, the boxes includes more than enough for a few brilliant breakfasts like scrambled eggs with bacon, sausage sandwiches and a full Cornish, of course. Paired with our favourite coffee from Origin.”
Some criticised the price of the TV chef's breakfast.
One person said on a Facebook ad: “I’m sure it’ll be lovely but it’s very expensive.”
Another person wrote "thirty five pounds for that seriously!" while another said the price was a "bit steep".
Another added: “I have ordered one. Can’t wait.”
The seafood guru is facing a £8million hit from the pandemic, his accountants have revealed.
His restaurant empire has haemorrhaged cash in common with the rest of the UK’s hospitality industry.
And books filed this month by his firm Stein Trading Company Ltd mark out the stark reality of the lost cash from his eateries.
The accounts reveal: “The Company has been severely impacted by the temporary closure of all sites as a result of government restrictions to curb the transmission of Covid-19.
“When restaurants, pubs and hotels were allowed to reopen fully on July 20, revenues were £8million down year-on-year as a direct result of the closure.”
Rick and his ex-wife Jill confirmed last year that restaurants in Porthleven, Cornwall, and Marlborough, Wiltshire, would not reopen.
The chef said at the time: "We are very sad to announce our restaurant in Marlborough will not be reopening. We would like to thank all our customers who have supported us there over the years."
A spokesperson made a similar statement on the Cornish eatery.
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The accounts said that a restructure of the firm took place and 30 staff left the business, others took wage reductions and £750,000-a-year was lopped off the salary bill.
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And bosses also improved the firm’s website site with online sales of food and meal boxes heavily promoted.
The annual report said that until the lockdown, the firm had been performing well with a £12.6 million turnover in 2019.
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