CABBIES CAP FESTIVE FARES
http://www.burtonmail.co.uk/burtonmail-news/DisplayArticle.asp?ID=376231
CABBIES have delivered the ideal Christmas present by giving revellers a festive fare freeze.
Drivers in Burton and South Derbyshire have acted after seeing passengers cut the number of journeys as the recession takes hold.
Trade chiefs hope their move will not only provide a seasonal boost to cash-strapped customers, but drive up their own income before it stalls.
They have already seen their routes restricted - and trade harmed - by bollards installed in Burton town centre and are anxious not to lose out further.
Taxi firms have seen passengers put the brakes on trips ever since the economic downturn forced them to focus on paying for essentials.
Mohammed Ikhlaq, chairman of East Staffordshire Private and Taxi Association and a radio operator at Darlay Cars, in High Street, Burton, said: "The taxi is perceived as a luxury and when people are short of money, they cut back on luxuries, and this is one of the reasons why taxis are so severely affected."
However, aware that buses and train services are limited throughout Christmas and the New Year, leaving taxis the only option for car-less residents, operators have lent a helping hand by capping tariffs.
Sadiq Chaudhry, proprietor of Stapenhill Taxis, in Main Street, Stapenhill, and 24/7 Cars, in Alexandra Road, Swadlincote, said: "We want to give something back to our customers, especially in this difficult financial time."
He and his colleagues hope the fare freeze will not only lure former customers back into their cabs, but entice new passengers too, giving Burton's ailing economy an even bigger shot in the arm.
But the operators are also honest enough to admit that their move is motivated by self-interest.
The taxi trade has not only been forced to contend with a drop in customer numbers, but higher fuel costs, although these have since declined with the drop in the price of oil.
Industry bosses hope their move, duplicated by many High Street retail chiefs, will make up for these losses and provide a welcome boost to their own income.
Mr Chaudhry is also keen to point out other potential spin-offs.
He said: "We want to keep the public safe; we are also urging people to use our taxis to avoid drink-driving."
Although the majority of taxi companies are freezing prices, some still plan to press ahead by charging double fares or those worth time-and-a-half.
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