We 'sold it' as part of the Seagulls experience, (not the pint bit!) for the kids.i'm always amazed that people feel the need to eat between 2:45 and 4:45- very odd.
They love it as it's all part of a special day.
And if you're standing in a queue for a pie, staring at a 'Pie and a Pint' sign for longer than 30 secs I defy you to not buy one, for yourself. DON'T JUDGE ME OK