On April Fool's Day, it was no joke that Doug's Fish Fry was busy just like any other day.
But Thursday was special -- it marked Doug's 28th year at 8 Jordan St. in Skaneateles.
"I'm excited," said Doug Clark, the man who started it all.
When you read the paper and business is down, people are getting laid off and staples in communities are closing, the outlook for small businesses is bleak, Clark said. But year after year, said Mark Edwards, Doug's Fish Fry owner since December 2001, sales are at an even keel.
"Everybody's talking about the economy," Edwards said. "We're very lucky to say we're holding our own."
Sales aren't down, which can be attributed to the quality food served, the good customer service and wonderful weather as of late, Edwards noted.
"There really isn't anything on our menu that isn't good," he said.
To celebrate the birthday, Doug's prices were rolled back on Monday April 5 to what they were in 1982. A fish sandwich cost $2.50 (as opposed to today's $5.40), shrimp and scallops were $4 and fresh fries and a small ice cream were only $1.
Since the cost of a sandwich has only a little more than doubled in the last 28 years, some may wonder where Doug's is getting such a great deal on their supplies. The deal, however, isn't with their distributors -- it's right at Doug's. Edwards said they haven't raised prices in three years and have chosen not to pass along the increase in cost to the customer.
"We'd rather make a fast quarter than a quick buck," Clark said.
Fresh fish is delivered five days a week and is cleaned on site, fries are cut from fresh potatoes, onion rings aren't frozen -- everything the is sold to the customer is fresh made, right down to the coleslaw.