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Where, right at the end, holiday-makers got food (4)

Ross

I believe the answer is:

pier

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'where right at the end holiday-makers got food' is the definition.
Although both the answer and definition are singular nouns, I cannot understand how they can define each other.

'where right at the end' is the wordplay.
'where' becomes 'pie' (I can't explain this - if you can you should believe this answer much more).
'right' becomes 'r' (common abbreviation).
'at the end' is a charade indicator (letters next to each other).
'pie'+'r'='PIER'

Can you help me to learn more?

(Other definitions for pier that I've seen before include "Wharf jutting out into water" , "Structure extending seawards" , "Seaside structure" , "Ripe as a jetty (4)" , "Seaside resort feature" .)

I've seen this clue in the Evening Standard.
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