Launched in partnership with London on the Inside, KERB’s Seven Dials Market in Covent Garden will offer meals priced at the amount that each trader takes home as profit.
Tomorrow (20 November), vendors at Seven Dials Market will serve meals including slices from Bad Boy Pizza Society for £0.71, bao sets for 99p from Yum Bun, and Rigatoni Cacio e Pepe from Mezzo for £1.44.
As part of the campaign, KERB has also urged consumers sign a petition that calls on the government to support independent hospitality businesses.
Since the 2024 Autumn Budget, the sector has shed 89,000 jobs, with two hospitality businesses closing every day, according to KERB.
“Without urgent action in the upcoming November Budget, more of your favourite places to eat, drink, and socialise will disappear for good,” the petition states.
It further supports UKHospitality’s calls to lower VAT to 10%, reduce business rates, and fix policies around National Insurance contributions.
Research by KERB indicates that 50% of small food businesses would hire more staff as a result of these changes, while 40% would lower prices.
The vast majority (93%) said a VAT reduction would have the biggest positive impact on their business.