The mistake is, to think you have to compete with the supermarkets.
Jack the prices up and point out that yes, your petrol is 5p more expensive, but how much does it cost to drive 15 miles to tank up?
Same with all teh other stuff. Our shop also does local vegetables and quite decent fruit. It even - and how they got this one worked out i don't know - does tablet salt for water softeners. Ok its 70p more than driving a 20 mile round trip...
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