With chips already in abundance, loaded fries are a natural add-on for fish and chip shops
Loaded fries may feel like a relatively new trend, but variations of chips topped with sauces, seasonings, meats and cheeses have been part of global food culture for decades. In the United States, cities including Texas, Chicago, New York and Philadelphia all lay claim to chilli cheese fries. Canada’s poutine keeps things simple with chips, cheese curds and gravy, while Belgium’s long-standing love of frites has evolved from classic mayonnaise into an ever-expanding choice of sauces sold from specialist shops on almost every corner.
What has changed is how these ideas are now being adapted by fish and chip shops, at a time when rising costs, particularly for fish, are forcing operators to look closely at their menu and their margins. While some shops were early adopters, loaded fries are now moving firmly into the mainstream, as identified in Booker’s top foodservice trends for 2026. The wholesaler highlights their versatility, stating: “They’re visually appealing, filling, good value for money, and can be personalised to suit the diner’s preferences. As well as serving as a main course, they can be enjoyed during different dayparts, either as a snack, sharing meal or as a side with other accompaniments.”
Flexibility
That flexibility is a key reason loaded fries fit so naturally into the fish and chip shop environment. Chips are already the mainstay of the menu, the equipment is in place, and staff are trained to produce them quickly and consistently. According to Ryan Baker, sales manager at Middleton Foods, loaded fries build directly on those strengths. “They provide a sense of indulgence and satisfaction that appeals to many, transforming a simple side dish into a substantial meal or snack,” he says. “Chippie operators can cook brilliant quality chips quickly and efficiently, creating the perfect base for wherever their creativity takes them. One of the most appealing things about loaded fries is the endless possibilities for customisation, allowing operators to offer a variety of toppings.”
For many operators, that creativity is closely linked to profit. Mark Petrou, owner of Petrou Brothers in Chatteris, Cambridgeshire, deliberately focused on high margin items when opening a new site. Rather than selling chunky chip shop chips, he chose slightly thinner french fries, supported by a relatively small investment in a new chipper block for his Bold chipper. “It cost a few hundred pounds, but the numbers stack up,” he explains. “From one sack of potatoes I get around 40 portions of fries, compared to about 22 portions of chips. I’m paying about £10 for a sack of potatoes, and I’m getting roughly £120 back once chipped into fries.”
A standard portion of fries sells for the same £3 as his chips, but the real value comes from loading them. Options such as nacho cheese with bacon and spring onions, chicken curry, or a New Yorker-style topping with hot dog pieces, fried onions, mustard and ketchup transform that £3 portion into a £6.50 menu item. “Loaded fries are a great way of increasing the margin,” adds Mark.
Just as important for Mark is the fact that the offer doesn’t require extra staff or major changes to how the shop operates. “I’m not spending thousands of pounds, and I don’t need another member of staff,” he says. “I can add loaded fries to my menu without increasing labour costs, and it taps into a different market. Your traditional fish and chip customer isn’t always the same customer who comes in for loaded fries.”
Broaden appeal
That ability to broaden appeal was also a major factor for Lauren Kellaway of Kellaway’s Fish & Chips in Truro, Cornwall, who introduced loaded chips in November. “We’d seen other shops doing them and we felt we needed something that added perceived value,” she says. “Cod is really expensive at the moment, and we wanted to offer something different, particularly to bring in younger customers. It was about broadening our customer base.”
Kellaway’s launched with three variations. A New Yorker-style option combines BBQ sauce, chicken, crispy bacon and cheese, while the other two lean more towards Asian-inspired flavours: salt and chilli shredded chicken with Thai honey and chilli sauce, and shredded soy, ginger and lime chicken finished with teriyaki sauce. “The New Yorker felt like a safe starting point because it’s familiar and popular. It’s one of my favourite pub meals,” Lauren explains. “The other two were more of a gamble, but we wanted something that stood out.”
The loaded chips are available all day and have found a strong lunchtime audience. “A lot of builders and workers come in and grab them for lunch because it’s a good sized meal and it’s something different from a sandwich or a pasty,” says Lauren. Operationally, she was careful not to overcomplicate things. “We prep everything in the morning – fresh chillies, spring onions, sauces – so when it comes to service it’s no more complicated than doing nuggets and chips. We were very conscious of keeping it efficient.”
it is an approach that is paying off with medium chips selling for £3.95 and loaded versions priced between £8.95 and £9.95 resulting in a profit margin of around 65%.
For Anthony Stavrinides, owner of Seacrest, a fish and chip takeaway in a residential area of Southend, Essex, with limited footfall, loaded fries have become a way of creating interest and visibility. “Fish and chips naturally appeal to older customers,” he says, “but younger people, especially teenagers and those who like to photograph their food, want something a bit different. Our specials are often what get people through the door, and loaded fries really help with that.”
He began with chilli loaded fries around five years ago, before expanding into globally inspired flavours. Since then, he has taken inspiration from cuisines ranging from Taiwan, India and Jamaica to Greece, Italy and Thailand. “It’s about developing seasoning blends and sauces that work together,” he explains. “Some ideas bomb, but others do really well.”
One standout has been Tokyo Street Fries, topped with sesame seeds, seaweed, dried onion and chilli, tossed in a sweet and salty sauce and served with homemade katsu curry. “If I’m ever stuck for ideas, that’s the one I bring back,” he says. Seasonal and event-led specials, such as Seacrest’s Oktoberfest-inspired currywurst fries, also perform strongly, as do vegan and vegetarian toppings. “We have a large vegan and vegetarian customer base, and the loaded fries are extremely popular,” explains Anthony. “They’re a great fit for us because they allow us to serve that market without making too much more work for ourselves.”
Despite the creativity, Anthony is clear that loaded fries only work if they remain commercially practical. A regular portion of chips sells for £3, while loaded versions sell for £8. “You’re not creating an entirely new product,” he says. “All the prep happens behind the scenes so during service it’s just a matter of adding the sauces, garnishes and seasoning mixes. Compared to adding pizzas or kebabs, which bring multiple new processes, loaded fries are far easier to manage.”
Introducing new specials often leads to a noticeable spike in online orders, with unfamiliar customer names appearing. “They’ve seen it on Instagram or online, and it brings them in,” he adds.
When developing new ideas, Anthony focuses on three priorities: accessibility, profitability and simplicity. “They have to appeal to people without being too out there, they have to make money, and they can’t slow down a busy Friday night. I also avoid concepts that rely too heavily on one ingredient, so if something runs out, I can adapt quickly.”
Ready-made solutions
Suppliers are increasingly supporting operators with inspiration and ready-made solutions. Kerry Foods has partnered with wholesaler T. Quality to produce a range of short videos showing how loaded fries can be assembled quickly, using toppings such as battered sausages with curry sauce or king prawns with sweet chilli. Frozen potato supplier Lamb Weston also offers a recipe bank, including combinations such as spicy prawns with skin-on fries, guacamole and mango salsa, while Diggers offers a range of pre-cooked and pre-shredded chicken that make perfect toppings. Even a simple sauce such as Keejay’s new Curry Dip can transform a portion of chips when combined with easily accessible ingredients like chicken and chillies.
Middleton Foods has responded with a range of chip seasonings, including piri piri, smoky and Chinese salt and chilli, alongside gravies and curry sauces. Sales manager Ryan says why not go that one step further with a loaded chip crunch, adding: “Elevate your chips whilst minimising food waste by adding ‘scraps’ and creating a deliciously crunchy texture that leaves customers wanting to come back for more.”
With margins tightening across the menu, loaded fries enable fish and chip shop to attract new customers and maintain strong profit margins while using the skills, equipment and ingredients they already have.
