A country pub which was let down by 22 customers not turning up on Father's Day has issued a plea for people to ring if they can't make their booking.
The owners of the Red Lion at Thurgarton, which had around 180 customers booked in for Sunday dinner, said it would massively affect trade on any day but on a busy day like Father's Day, it has a huge impact.
Staff had turned away others who had tried to make a reservation in the run up to the big day since they were fully booked.
Director Julian Benton said it's a double whammy as the pub is staffed according to numbers expected and it's disappointing for those they've had to turn away.
"It's frustrating for us and other customers who want to come to us. They had to turn away about 50-60 people," said Mr Benton.
"It's not beneficial for a business to do that. I have been doing this job for 33 years and it's never going to go away in this industry.
"Do you ring round two to three days in advance, do you take a deposit, do you bar someone who doesn't turn up? It's a difficult one.
"If you can't make it just ring. We thank every single customer who rings up and cancels. Even if it's just ten minutes before, as we can fill it with a walk-in.
"We are not annoyed - we are more than happy and know what we are dealing with."
As a result of the no-shows the Red Lion, in Southwell Road, is now taking a £10-a-head deposit on busy days, which will be taken off the bill at the end.
Regulars fully supported the move and slammed the no-shows as disgusting and shameful.
One said: "I would definitely be happy to pay a deposit. Such a shame! We can’t wait to come for dinner next Sunday with our friends."
Another added: "We had a fantastic Father's Day. Absolutely awful people don't cancel in advance. We couldn't recommend this place highly enough, really need to support local businesses and hospitality."
