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Unsure how to celebrate, or even if you’re going to take part in National Fish & Chip Day this year? We’ve got you covered

In a year defined by rising costs, tighter margins and increasingly cautious customers, hesitation to get involved with National Fish & Chip Day on Friday 5th June is understandable. Yet it is precisely these reasons that make the day more relevant than ever. National Fish & Chip Day presents a unique opportunity to promote not only our national dish, but also your business, your staff and your community presence on a day when public awareness is already heightened.

The National Edible Oil Distributors’ Association (NEODA) is once again driving activity on a national scale. This year’s programme includes roadshows planned for London, Belfast, Wales, Scotland, Newcastle, Hull and Manchester. There is a sense of theatre in the planning, from securing a real-life mermaid for the London event to exploring potential Guinness World Records challenges designed to generate headlines and bring fresh energy to the day.

Merchandise

The official National Fish & Chip Day shop is also open providing merchandise including caps, t-shirts, bunting and social media props that can transform a premises, signalling to customers that something is happening. Crucially, many of the materials are undated, allowing businesses to reuse them year after year. A decorated shopfront or counter display does more than brighten the space, it creates a sense of occasion, encourages impulse visits and differentiates a business from competitors.

Menu innovation also plays a central role in this year’s approach. While cod and haddock remain staples, there is growing emphasis on alternative species, and the day provides a platform to introduce customers to options such as saithe or hake, which in many cases are more cost-effective.

Gary Lewis, president of NEODA, encourages shops to think along these lines, commenting: “National Fish and Chip Day is a celebration, not only of a much-loved British tradition, but also of the innovation helping to secure its future. As we look ahead to the big day in 2026, we’re encouraging shops and customers to explore a wider range of fish beyond cod and haddock, from hake to pollock and other responsibly sourced species. By embracing variety, we can support sustainability, reduce pressure on key stocks, and ensure that fish and chips remain a staple of British life for generations to come.”

One shop planning to take up this challenge is Finney’s in Benllech, Anglesey, Wales, which is placing coley at the centre of its activity, reinforcing an ongoing commitment to sustainability while using the day to drive trial.

Owner Carol Hulme says: “Since introducing alternative species more regularly on our menu, we’ve seen a positive shift in customers becoming more open to trying new options. National Fish & Chip Day gives us the perfect opportunity to build on that, showing that lesser-known fish can deliver just as much on quality and taste.

“For us, it’s not just about a one day promotion, it’s about continuing to educate and inspire customers to make more sustainable choices, while still enjoying the traditional fish and chips they love.

“Taking part in previous years has always created a real buzz in the shop, increasing footfall and sparking conversations both in the shop and online. It’s a great way to celebrate the industry, engage with our community, and showcase what makes our business unique.”

Charity

Elsewhere, some operators are taking a more ambitious route. Bryan Coghill and son Jack, owners of Crab & Lobster Fish Shack in South Queensferry, Edinburgh, are planning a charity “Flying Fish Tour of Scotland,” aiming to prepare fish and chips at multiple locations across the country in a single day. Their route spans Edinburgh, Shetland, the west coast and Dumfries & Galloway, before returning home for a final celebration.

“Giving back is important to us, and we’ve been supporting Cash for Kids since we opened, donating over £2.5k before Christmas,” said Bryan Coghill. “We thought that National Fish & Chip Day would be the ideal day to do something ambitious, to grab the headlines, as that is the National Day when we all celebrate what has become our favourite dish.

“It’s an ambitious challenge for sure, travelling to all four corners of the country as fast as we can. It will be well worth it though!”

Not every business, however, is in a position to commit significant resources and that reality is reflected in a more cautious approach from some operators. Rising costs across labour and ingredients are forcing difficult decisions.

Emir Hikary, owner of Hiks in Swansea, Wales, captures this balance: “We always celebrate the day with the staff and customers we have in the past given free sauces with our cod, but to be honest, I don’t think we will do big promotions this year with everything that is going on.” Instead he’s planning to celebrate through social media and with staff wearing branded t-shirts for the day. He adds: “We have a number of different species of fish available at the moment, so we will also try to get our customers to try something different from cod.”

His approach underlines an important point that participation does not have to be large-scale to be effective. Social media engagement, small in-store touches and a focus on team involvement can still create a sense of occasion without adding undue financial strain.

Suppliers, too, are playing their part. Many are expected to roll out promotions and support packages, including point-of-sale materials. 555 Amanda, for example, is offering free posters to help shops promote 555 Amanda Roe to customers. If you’re interested, simply e-mail gavin.mclean@555amanda.co.uk with “Free Posters Please” in the subject line to be sent a link to download the posters.

Ryan Baker, sales manager at Middleton Foods, one of National Fish & Chip Day’s headline sponsors, sums it up, saying: “Now entering its second decade, National Fish & Chip Day has become a key moment in the industry calendar.  Its purpose is simple but important: to shine a national spotlight on fish and chips, encourage collective celebration and remind customers, communities and the wider food sector of the enduring place this dish holds in British life.”

Simple, cost-effective ideas to get involved

Dress your shop with bunting, balloons and posters to help catch the attention of passers-by and create a sense of occasion before customers even step inside.

Build momentum on social media in the weeks leading up to the day. Start a countdown from 5th May, posting weekly reminders at first, then increasing frequency as the date approaches to keep the event front of mind.

Encourage customers to get involved online by sharing their own photos and tagging your business. A simple incentive, such as a free fish and chips meal for a family to the best post, can help drive engagement and extend your reach.

Offer a follow-up promotion that encourages customers to return in the days or weeks after National Fish & Chip Day. This helps spread demand and ensures you continue to benefit from the increased visibility.

Reach out to local businesses, care homes and hospitals to offer catering on the day. It’s an effective way to secure larger orders while strengthening ties within your community.

Consider introducing a family meal deal designed specifically for the occasion, something that offers clear value and makes it easier for groups to choose your shop.

Finally, contact newspapers and TV and radio stations in advance to encourage coverage in the lead-up to the day. It’s also worth approaching your local MPs, who have supported National Fish & Chip Day in previous years and can help amplify awareness.

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