Long Island sandwich shop beats inflation by lowering prices for customers

John Murray, the owner of the Hero Joint in Patchogue and Bay Shore, says high prices on all types of ingredients have put a strain on his bottom line and other expenses.

News 12 Staff

May 3, 2023, 10:35 AM

Updated 387 days ago

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One Long Island eatery has been finding its way through rising costs and inflation by lowering their prices for customers.
John Murray, the owner of the Hero Joint in Patchogue and Bay Shore, says high prices on all types of ingredients have put a strain on his bottom line and other expenses.
“Every time I need a new set of menus, it’s another $800,” he says.
Murray decided to think outside the box for a solution.
“It's better to sell 20 of something at a lower price than 10 of it at a higher price,” he says. “It's crazy to think that shaving prices could be more profitable than when your prices were higher.”
Murray says since the beginning of the year, he started lowering prices across the menu of
his one-of-a-kind sandwiches, and his plan has been working.
He says while he's basically taking a similar business approach as a fast-food restaurant when it comes to selling in quantity, that's where the comparison ends.
“We're not cutting quality or portion. There's no smoke and mirrors here, I just really want to get our food out there and really want people to be able to enjoy it,” Murray says.


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