Many people are also putting off ordering lobster by the perceived price. On average Londoners thought a whole grilled lobster would set them back £34.28. Therefore, to increase lobster sales, Belgo is offering a whole grilled lobster grilled with garlic and herb butter and served with fried for £16.50. Half of all Londoners agreed they would not order lobster in the city's restaurants because of the massive price tag. A further one in ten admitted that they simply don't know how to eat the dish. Mac Plumpton, area manager from Belgo, explained: "At a time when Londoners are looking for better value when they eat out, Lobsterfest at Belgo offers people the chance to eat delicious lobster without commonly associated expense." This is the eighth year Belgo is running the promotion.