“We’ve always kept it that way,” says Benton. “I know a lot of other companies have tried to do vouchers, and they actually charge companies to do it. I believe companies can become greedy, so we try to keep it the same as it was nine years ago and through that comes the loyalty from the merchants.”

However, the rules do seem to bend for the Fine Dining book. Each outlet in this title pays a charge, in return for which they receive a double page spread, like an advertisement.

The company has also found another source of revenue, through clever use of its stock in trade. Custom-made coupon books for large corporate operations such as Etihad, Lloyds Bank and Citi Bank have proved extremely successful. Companies pay for small books of between 25 and 100 vouchers to give away to staff or customers as gifts or rewards for loyalty.

“It’s exactly the same vouchers as in The Entertainer,” says Benton. “The art work doesn’t even get changed. They brand it, and they give it to all their credit card holders for example, and of course then the customer can pay for the deal on that credit card.”