The restaurateur explained that as long as customers stay loyal and numbers do not drop, his prices will remain the same. The price of rice has increased by 25% in the last month, and the eatery is spending an extra £3,000 a month on pork alone – the price of which has soared by 28% since June. A roast duck has increased by 25% from £5.50 per kg last month to £6.89. The price of vegetable oil has also doubled. Aroma expects other costs to increase as higher prices for energy, fuel, and animal feed work their way through the system. Wong commented on his reasons behind this decision: "Because we offer good value all-you-can-eat-for-a-fixed-price buffet dining from as little as £6.80 for adults and £4.20 for small children, many of our customers are on modest budgets – pensioners, students and families. These people have been the hardest hit by recent food, petrol and heating costs and a trip to an Aroma restaurant represents a major part of their monthly budget." The co-owner continued discussing his views on how the media is portraying restaurants through the rising costs of food: "There seems to be bad news on the economy in papers everyday. I'm sure all restaurants and many other businesses are suffering from the increased costs and customers on limited incomes are feeling the pinch, but fine dining restaurants catering for the well-heeled are as busy as ever." The Aroma group owns restaurants in Basildon, Braintree, Hemel Hempstead, Stevenage, Wood Green Luton, Northampton, Shepherd's Bush, and Wembley. Weblink: www.thearoma.co.uk