There's a cafe up north selling £1 breakfasts. Some toast, you say? A bowl of cereal? No. A full English. Am entire fry up, albeit a small one.
The Number One Gardens Cafe in Doncaster is where you'll find the greasy plate. On it, customers are served one sausage, one rasher of bacon, one fried egg, a dollop of beans, a smattering of tomato, a little hash brown, and a handful of mushrooms.
Ah yes, a slice of toast, too...
"Normally we did the breakfast for £1.99, but changed it to a special £1 deal," Heather says. "It means homeless people can get a meal each day."
The English breakfast is thought to be Britain's cheapest. We'd bet you a quid that it is. Cafe co-owner Heather Smith, 53, says she sells about 600 every week, and it's proving – not at all astonishingly – popular.
"It doesn't take long for them to raise enough change to get a pound on the streets so then they can get some food. It has been a hit with builders in a morning too.
"It means single parents and parents with a lot of kids can eat for next to nothing, while we are still making a profit. People are still suffering, we get loads of people coming in and paying a quid for a breakfast."
Heather, a mum-of-three, used to own a cake shop, but recently opened her new venture with the help of friend Carl Welsh, 42. They began testing the £1 offer this year, and after some success decided to make it a permanent fixture on the menu.
While admirable, allowing those with little money to gain some necessary sustenance, the low fee appears to be considered business acumen too.
Heather adds: "We are making a little marginal gain from the breakfasts - even though they are only £1. By lowering the price more people can get a meal."
The cafe plates as many as 300 breakfasts every weekend, and 65 dishes on a weekday. Carl explains that he sourced inspiration from TV's hotel inspector Alex Polizzi, who often urges small business owners to drop prices to increase footfall – and therefore turnover.
Now sure, we've yet to broach the subject of quality: it is perhaps a touch compromised. For £1, no, you won't be sampling pork from free range pigs who live in a converted barn in the Cotswolds and snuffle about the place eating leftover almonds.
Nor will your eggs be free range, from Norfolk hens named Esmerelda. The beans will not be Heinz, the toast will not be sourdough.
Heather says she and Carl shop at various wholesalers and supermarkets such as Asda. She says they "buy in bulk" to save money. It's impressive, really.