McKay Family Butchers, Dungiven

It seems that the high street is a tough place to operate wherever you are in Northern Ireland. Dungiven in Co Derry has been hit like most, although being a construction town it has felt the pinch doubly hard.

McKay Family Butchers has been on the main street in the town for the past 15 years. Along with a shop in Ballycastle for the past 38 years, the butchery has a wealth of experience in sourcing high quality local meat and this has helped the business weather the past few difficult years in retail.

A finalist in the Neighbourhood Retailer Awards 2013, the butcher is still doing good business despite many retailers in the area suffering during the recession.

“Things are going well for us,” reports Fergal McKay, who works in the company with his father Sean.

“However, around us are lots of empty shop units in what was once a thriving small town. It’s sad to see the local essential shops moving away from the main road here – the Post Office, the fruit and veg shop – and much of this is caused by the lack of car parking. Dungiven has basically become a town you drive through as there is nowhere to stop.”

Despite this, McKay Family Butchers continues to trade well and Fergal puts this down to ensuring that shoppers get the produce they want at the right price along with unquestionable customer service.

“You have to ensure that the products you are selling are of high quality and are value for money. In our case, if a customer comes in to the shop, they have made the effort to find a parking space or walk around the town so we have to look after them.

“If footfall is down I need them to spend so having good clean attractive displays and convenience products is key.”

Fergal and the team have are now offering pre-packs and deals on such as three products for £10, as well as items at fixed prices such as chicken and rump steaks – all designed to offer the customer quality and value.

“People want to know exactly how much the meat is going to cost these days. We have many value added products, marinated or oven-ready products which is good for families as it’s clean and easy.

“We don’t have a deli as we have a SuperValu and Eurospar behind us, just off the main street, so we rely on the convenience options.”

When it comes to quality, the business prides itself on the fact that  it has the very best quality beef, lamb, pork and poultry – all sourced locally and meet Farm Quality Assured standards.

The beef is matured on the bone for at least 24 days ensuring a great taste. Likewise, all the fish is delivered fresh from Donegal. That means local produce and local service all from a trusted local butcher, which is a member of the Northern Ireland Master Butcher Association.

“Butchery has completely changed these days. The traditional butcher selling red meat, mince, chicken is long gone. You are selling new products; customers are changing, tastes are changing and trends are changing. A customer that may have come in a bought a chicken in the past now wants four chicken fillets and they want them diced for a stir fry.”

He added: “Many people just want quicker meals and we have to cater for time poor customers.”

The business boasts broad spectrum of customers from young families to the elderly. Fergal and the team give the younger customers recipes and ideas from the product range.

“It is good to see the younger generation coming though as they are the future of the business,” said Fergal.

Aside from being available in the Dungiven store, McKay pre-pack products are available in a local Spar store and the Ballycastle shop supplies four convenience stores in its local area.

Fergal believes that the local butcher remains a force on the high street because it’s one of the specialist trades that the multiples fail to replicate.

“The supermarket will brand the products and make them look the part. However, you go into a local butcher and he will have the knowledge and the supermarket can’t offer that. That’s their downfall.”

Looking ahead to 2014, Fergal and the team will continue to grow the business and he’s positive that things are on the up.

“It’s a lot of work and a lot of hours but I think there is a definite upturn now. We have noticed a change and people are spending a bit more and there is more employment returning to the area. So hopefully that will improve in 2014 and beyond.”