WHEN THE CATCH GETS COSTLY
From newspaper-wrapped portions on a seaside summer’s day, to a Friday-night takeaway, fish and chips has long been a symbol of British identity and tradition. Yet keeping this much-loved national dish on the menu is becoming increasingly challenging due to the cost per kilo rising from approximately £7 to £17 since 2019.
Rising costs are only part of the challenge. Global supply chain issues influenced by adverse weather conditions and ongoing geopolitical disruptions have made the sourcing of some key fish species unpredictable.
Earlier this year, the International Council for the Exploration of the Sea (ICES) warned the government that the cod population across British waters is severely depleted, and it will require a minimum of one year to replenish.
The impact is being felt acutely across the sector. Over 300 fish and chip shops are reportedly up for sale, with around 50% of owners feeling concerned about the future.
For operators, the question is no longer simply how much more consumers are willing to pay, instead, it is how businesses can protect this much-loved tradition whilst surviving the severe volatility surrounding it.
BUILDING FLEXIBILITY INTO TRADITION
Fish will always remain the heart of chip shops.
The opportunity, however, lies in creating a broader menu that gives operators greater room to innovate amidst ongoing inflation and unpredictable supply chains. The strongest additions are likely to be those that complement the existing offer rather than competing with it.
Chicken offers a familiar, versatile way to broaden the menu. It suits quick-service settings, pairs naturally with chips and carries a wide range of flavours across accessible price points. Chicken also travels well without losing its structural integrity, making it a dependable takeaway option.
As a beloved classic, chicken burgers are ideally tailored for both over-the-counter takeaway and the rapidly growing delivery market, allowing businesses to seamlessly capture new consumer demographics without disrupting the established service model.
A PROVEN FAVOURITE
There is substantial value in keeping menu development simple.
A breaded chicken burger, served with fresh crisp lettuce, coleslaw and chips, is an immensely popular format that operators can invest in to diversify their offering beyond fish.
Leveraging consistent, pre-portioned formats can help streamline operations. For instance, products such as the Golden Valley Foods Breaded Chicken Burgers – portioned from 100% chicken breast – offer a worthy alternative to fish.
Chicken burgers work effortlessly within the established service model, as they comfortably sit alongside core accompaniments like chips that remain central to the commercial identity of the industry.
TURNING UP THE HEAT
While core menu staples provide commercial stability, experimenting with flavour-led options allows operators to capture broader consumer demographics.
Fiery, bold profiles have become a defining trend among younger demographics, with recent data from food trend specialists highlighting that hot, spicy dishes resonate strongly with Gen Z consumers.
This shift presents a prime opportunity for shop owners to drive footfall by incorporating heat into their existing offering.
Products distributed by Central Foods, such as the Tyson Hot n Kickin Chicken Breast
HOW CAN CHIPPYS’ NAVIGATE
A HIGHLY VOLATILE MARKET?
1. Diversify with purpose: Formats like chicken burgers offer a familiar yet versatile format to diversify menus while pairing naturally alongside core elements such as chips.
2. Plan beyond tomorrow: Frozen formats with longer shelf life offer operators greater scope to forecast demand, plan orders and accommodate uncertain supply.
3. everage IQF formats: Individually quick frozen products can simplify portion control for operators whilst preserving nutritional value.
4. Protect the margin: Strategic menu additions, such as burgers, help add a vital revenue stream for chip shops, helping safeguard the bottom-line.
Fillets, allow operators to capitalise on this trend with ease. Made from 100% whole muscle chicken, these fully cooked breast fillets are finished with a fiery coating, delivering an exceptional blend of both heat and crunch. Its IQF format allows operators to preserve texture and flavour, whilst offering convenient portioning and storage.
SAFEGUARDING THE BOTTOM-LINE
Diversification only works if it aligns operationally too.
Fish and chip shops are navigating far more than rising ingredient costs and unreliable demand. Tight margins, labour shortages, and the key requirement to maintain speed of service during peak trading periods all influence what can be realistically added to the menu.
This is where frozen formats can offer a practical advantage.
“Chicken offers operators a flexible alternative to
broaden their offering and
reduce over reliance on an increasingly volatile
fish category.”
Oli Sampson, Managing Director
at Central Foods
Extended shelf life provides business owners the flexibility to forecast demand and schedule orders precisely, helping them manage stock around expected trading patterns.
Cook-from-frozen products can also reduce the amount of preparation required before service, helping busy teams maintain speed and consistency without adding complexity to kitchen operations.
Waste mitigation remains a key consideration. Products that can be prepared according to demand, allow operators to broaden their offering without committing to large volumes of fresh produce that need to be used within set timeframe.
For operators navigating an unpredictable market, leveraging frozen food supports far more than convenience. It provides structural control over inventory and labour requirements, ultimately, future-proofing the business.
Definitive website for readers:
PRODUCT FOCUS: Golden Valley Foods Breaded Chicken Burgers 114g
Product description: Lightly seasoned, chopped and formed chicken breast meat burger, in a crispy breadcrumb coating.
PRODUCT FOCUS: Tyson Hot ‘n Kickin Chicken Breast Fillet 90g - TF1001787 - 1 x 30
Product description: Chicken breast fillet, marinated with added water, coated in a crunchy hot and spicy coating, pre fried, fully cooked and individually quick-frozen.
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