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4-Traders Homepage  >  Equities  >  London Stock Exchange  >  Ashtead Group    AHT   GB0000536739

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Ashtead : William Dyer's opens new deli selling pies and fresh ready meals in Fetcham

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09/08/2017 | 06:00am CET

Local Award winning family butchersWilliam Dyersopened a new branch, a well-received delicatessen, yesterday in Fetcham.

“It’s something we’ve always wanted to do to get a shop for the ready meals that are really popular. I used to go out around Fetcham because I live near there and it was all frozen foods. I wanted something fresh.” Says Chef, butcher and co-owner Rob Smith, 56.

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Rob and Sara have owned the William Dyers butchers - which Rob named as a blend of his mother’s maiden name and his grandfather’s first name thinking “Rob Smith didn’t really swing”, in Ashtead for the last 10 years.

“We used to put a few of our meals into Budgens and they were very successful. I thought if the pies are successful for Budgens, then I’ll be successful and I can have a bigger slice of the action. A friend of mine who owned the pet shop sold me his shop because he was closing up and we went from there.” He explained.

“We opened up tacitly. We had a graceful opening. Everyone was more than happy, we thought we’d let everyone else do the talking. It’s a brand new business, a brand new shop – there’s always going to be teething problems and we didn’t want to risk it with a big party on day one and having the lights go out on us!” Rob added.

“We’ve had loads of local response. I absolutely love it.” He said excitedly.

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“One of the girls who works for us, Sar, volunteered to look after it immediately. We’re still going to be involved, but she’s doing a great job.”

“Companies have made things too difficult to make nice simple food. It’s more difficult to make it cheap and nasty”

The main thing about the new venture is the ready meals that he does with a more homely touch.

“People can bring their own dishes and we can accommodate – they bring their own dish, we fill it up and they go home and pop it in the oven in their own dish and everyone thinks that it’s homemade.”

“I always tell them to burn the edges when they’re doing dinner parties so people believe it was theirs!” he chortles.

Their friendly staff and warm atmosphere have brought in a loyal following of customers.

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“We like what we do and the customers are lovely people. They’re more like my friends when they come in, especially the ones in Ashtead where we’ve been set up for a while. We’ll probably be putting on a few offers once things are a little more settled.”

Fetcham locals were delighted to sample the freshly made pies and ready-meals.

“It’s a lovely shop. Already bought my dinner for tonight and some deli bits.” Says mother of two, Charlotte Hills.

The food on offer has won 31 stars at the Great Taste Awards, propelling three dishes, the lamb hot pot, chicken bacon and leak pie and a steak and stilton pie, into the finals.

“We got to the last 25 of 15000. The experience was absolutely stunning and it nearly brought me to tears with pride. It was like scoring a goal at Wembley.” Says Rob.

© Copyright 2017 Surrey Advertiser (England), All Rights Reserved., source Newspapers

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