BIG INTERVIEW: A SHOW OF SUPPORT

Food reviewers can often leave businesses running scared, but through The Chippy Tour platform, Stephen Peel has become a supportive presence within the fish and chip industry

For those who don’t know you, what is The Chippy Tour?
The Chippy Tour is a food review platform focused entirely on fish and chip shops. But I don’t really see myself as a food reviewer or a YouTuber. Yes, I review food, but for me that’s the doorway. What I’m really interested in is the people, the stories, and how the fish and chip industry works behind the counter. I see myself more as an independent advocate for the industry than anything else.

What made you start reviewing chippies?
A lot of it comes from what happened to my wife’s business. She had a traditional barber shop in the heart of Liverpool city centre for nearly 30 years. Over time, more and more barber shops opened around it, and the trade shifted away from tradition and quality towards price. Eventually, it had to close, and it was quite sad to see. I remember saying, “What is it with all these traditional businesses shutting down?” I’ve been around the building trade most of my life, and one thing that was always there was the idea of getting something wholesome and filling to eat – and for me, fish and chips was always the answer. It’s always been my favourite food.

I started noticing the same thing happening with chippies. You’d see all sorts of other takeaways opening up around them, and like with traditional barbers, we were starting to lose them. I said to my wife, why don’t we get into the industry and see what we can do to support it? Let’s get out there, meet the people, and find out what’s really involved.

When did you do your first review, and how many shops have you visited since?
My very first review was on 8th February 2024. Since then, I’ve done 180 reviews and travelled all across the UK. We haven’t been to Ireland yet, but that’s something we’re hoping to do later this year. Along the way, we’ve met some fantastic people – owners, staff, and customers. That’s been one of the best parts of it for me.

What kind of audience have you built so far?
On YouTube we’ve got around 5,500 subscribers but there’s also a Facebook group, a website, and I’ve done quite a few media interviews, including BBC Radio. I’ve also developed my own little awards. Each year I pick my top three chippies and send them a certificate and a couple of stickers. It’s just a small way of recognising what they do.

Who were your top three chippies for the most recent year?
First place was Pollard’s Plaice in Hull. Second was Taylor’s Fish & Chips in Stockport, and third place went to RV’s Traditional Fish & Chips in Murcia, Spain.

What stood Pollard’s Plaice out to take the top spot?
First of all, they were incredibly friendly. The shop was spotless, warm and inviting – it just felt like home. But the food was excellent too. What really caught my attention was the haddock. I wanted to know what ingredient they were using in the batter because it tasted different. It turned out they make a parsley and herb mix, put it into the dry flour, rub it into the fish, then batter it. When you peel the batter back, you can see these tiny green specks. It was just something a bit different, and it really worked.

How do you think you differ from other food reviewers?
I’m not interested in bringing chippies down or reviewing the worst of the industry so I deliberately don’t go looking for one or two star chippies on Google. I know some reviewers do that to get views, but that’s not what this is about for me. I don’t want to hurt chippies and it genuinely upsets me when I go into a shop that has a high Google rating and my experience doesn’t match up. The other thing is, I don’t get paid for reviews, and I don’t announce who I am to get free food. I turn up, place my order like anyone else, take it outside, and review it from my truck. I’ve got a table on runners and an umbrella for when it rains.  

Some people might ask what gives you the authority to do this. How do you answer that?
I’ve got a culinary background, I’m an accomplished home chef and I’ve written a number of best-selling recipe books. I’ve got a good history in food, so I’m not coming into this with no experience. And I’ve had my fair share of fish and chips over the years too.

Have you ever had to give a bad review?
Only once. Out of 180 reviews, I’ve had to give one chippy a one-star, and it honestly broke my heart. It was an absolute disaster, but I still tried to be constructive. I said it wouldn’t take much to tweak things and get it back on track. Even when it’s bad, I always try to leave them with something positive they can take away.

Ultimately, why are you doing this?
To support the fish and chip industry. I don’t want to see these shops disappear. Fish and chips are part of our culture in the UK, it’s tradition. And traditions can easily be lost if we’re not careful. A lot of these businesses are family-run and passed down through generations. I was recently at the Scottish Fish and Chip Awards and what really inspired me was seeing so many young people involved. That gives me hope. I want this to continue not just for shop owners, but for their families too.

What’s impressed you most during your travels?
What’s fascinating about fish and chips is that they’re never the same twice. You can’t really review something like a branded sausage or pie in the same way because it’s identical every time. But with fish and chips, there’s always a tweak – something different. Some shops make their own mushy peas or curry sauce. Others do their own fish cakes. Even chips alone can vary massively: orange chips, battered chips, salt and pepper chips. And then there’s the fish – different batters, different sizes, and now different species.

Have you noticed shops using a wider range of fish?
Definitely. Haddock is becoming more common because of quota cuts and the rising cost of cod. I’ve had hake, saithe, pollock, hoki, bass, whitebait and more. I’ve had lemon pepper cod, curried fish, Thai fish cakes, and locally caught Pittenweem prawns at the Anstruther Fish Bar. I’ve even had tempura squid. I’ve not tried battered mackerel yet, though!

Are fish and chip shops diversifying more in general?
Absolutely. They have to, to survive. They’re competing with other takeaways, so they’re trying to modernise – getting on TikTok, using social media more, adding things like kebabs, chicken or jacket potatoes. I used to think diversification was a bad thing, but now I see it as necessary. Fish and chip shops have always evolved. As long as fish and chips remain the priority – your fish, chips, scallops, battered sausage – then the tradition is still there. Different cultures have added things over time too, whether it’s Chinese curry sauce or Greek influences. It’s always been changing.

Do you feel The Chippy Tour is having a positive impact on the industry?
Without a doubt. I’ve had so many shops message me to say things have improved after a review. One great example is The Scrap Box in York. I loved the food and gave it five stars, but I suggested the building needed brightening up because you’d drive past and never know it was a chippy. A week later, they sent me photos of murals, fish artwork, and signage all over the building. It looked incredible. That’s what this is about. I’ve also noticed more people starting to review fish and chip shops since The Chippy Tour grew. And that’s a good thing. The more people shining a positive light on chippies, the better it is for the industry as a whole.