Put your customers front and centre

Now is the time to ensure the focus is on your customers

Trade is dropping for many fish and chip shops, and the recent heatwave hasn’t helped. But behind the weather and rising costs lies a deeper issue: many shops are struggling because they haven’t evolved with their customers. 

When a standard fish and chips meal costs £15 or more, feeding a family of four quickly becomes unaffordable. The traditional large piece of battered fish with chips just isn’t cutting it for today’s cost-conscious consumers.

That’s why shops need to start by refocusing on the customer. Understand what your regulars want, what they can afford, and how their eating habits have changed. In a recent conversation with Mike Crees, MD at T.Quality, he made a very valid observation that too many shops are still overly focused on what’s coming in the back door — the ingredients, the supply chain — and not enough on what’s selling out the front. The reality is, people are still eating. There are still queues at places like Wagamama or Pho, where the average spend is close to £30 per head. So clearly, people are willing to spend — but only where they see value.

It’s important if you are going to ride out this current situation to understand your customer base. Are you in a university town where students want fast, affordable, flavour-packed meals? Or are you in a seaside retirement community where traditional offerings and smaller portions work better? In either case, the same old menu won’t always work. It’s time to diversify, and not just add more items on the board, but tailor your offering thoughtfully.

You can start by simply observing what’s happening around you. What new cuisines are popping up nearby? Is there a growing number of noodle bars, burrito spots, or bubble tea cafes? What are your younger staff members eating on their break or ordering after work? These small indicators can give valuable insight into what’s trending locally and what your customers might be open to trying.

Here are a few practical ideas:

• Introduce a “savers menu” with smaller, more affordable options for families
• Offer sharing platters with a mix of fish and meat, sauces and sides. These appeal to large groups as well as families
• Play with global flavours — spicy fish tacos, Korean fried fish or loaded chips with sauces and dips that appeal to a broader palate
• Add healthy or grilled options to cater to diet-conscious customers
• Meals for one – there’s an emphasis on feeding the family, but if you get a lot of lone diners, why not offer them something that makes them feel valued?

You might also want to look beyond just the menu – at packaging for example. Speaking with Strad Kyriacou, owner of Chris’s Fish & Chips, Barwell, Leicester, he mentioned how he still uses paper wrap but gives customers the option to upgrade to a box for 20p — not unlike paying for a carrier bag at the supermarket. While we can all agree a box is better for quality and presentation, some customers still want the classic wrap, so why take a hit yourself on something the customer doesn’t want?

The key is to ask questions, test new ideas and observe what works. It’s not about throwing out tradition, but protecting the future of fish and chips by understanding today’s customer and serving what they truly want.