On the right track

Staying motivated during tough times in business can be challenging, but these 10 tips will help keep you on track

A recent survey by CGA Prestige Foodservice revealed that foodservice inflation is easing, however, for fish and chip shops it still doesn’t quite feel like it. Fish prices are particularly high and potatoes and oil are still creeping up, not to mention increases to the Minimum Wage and NICs due to hit in the next few weeks. It remains a tough time, something that was highlighted in a recent interview I did with a shop owner who opened his business three years ago, just as the war in Ukraine began. He shared how he had only ever experienced the negative sides of the industry, as price increases have affected every product. It was sad hearing that. 

Seasoned shop owners will, of course, be used to fluctuations – prices have always risen and fallen. However, this is now a trend of consecutive pressure on prices. So what can businesses do to try and keep ahead? Here are 10 tips to keep shops focused:

Maintain quality – It can be tempting to cut corners to save a few pennies, but if it risks damaging your reputation, think again. Ensure you’re buying the best quality ingredients and keep your presentation high. If people are spending £10 plus on fish and chips, it needs to taste great and look great too.

Tell your story – Independence is your strength – your story is unique, and that’s what sets you apart. Use social media and your branding to showcase who you are and why your shop is special. Customers appreciate authenticity and will choose you for it.

Explore other options – Chicken is booming right now – it requires minimal skill to prepare, and boneless options can be cooked in your frying range. The potential to appeal to the whole family is huge, with meal deals and promotions offering massive opportunities. Look at KFC as an example which is offering box meals for one, two, four, or even larger groups. Also consider adding a deal that customers can only buy in-store – think McDonald’s and it’s £5 meal deal that’s only available to walk-ins. It can be a great way to generate footfall and you have the chance to cross-sell or upsell.

Diversify without ditching cod – To take the pressure of cod, you can try offering alternatives like coley or hake at a lower price but keep cod available for those willing to pay extra. Many customers will still opt for their favourite, so check your sales figures at the end of each week to see if adding an alternative is paying off. 

Focus on customer service – Your staff are the heart of your business. Outstanding customer service keeps people coming back, so ensure your team is friendly, welcoming and proactive. If customers have a great experience, it helps justify any prices increases. 

Engage on social media – Get creative. One shop I interviewed recently rewarded customers who came in dancing with a free milkshake. They only gave away about a dozen milkshakes but the social media hype it created was huge, leading to great exposure for minimal cost.

Keep control of costs – With costs continuously rising, keeping track of your numbers is crucial. If something isn’t selling, get rid of it, and if price increases become unavoidable, don’t make a big deal of it — announcements about price rises tend to generate negativity. Instead, soften the impact by offering a free sauce or side for a certain period of time. Running a promotional deal at the same time can also help shift focus.

Offer smaller portions – Introducing smaller, more affordable portion sizes gives customers more flexibility and ensures they still choose your shop, even on a tighter budget.

Keep your team motivated – If you constantly emphasise the struggles, it can demoralise your staff. Be transparent about challenges but keep the atmosphere positive. An upbeat team translates to better service and a more enjoyable customer experience.

Use every promotional opportunity – Whether it’s the VE Day celebrations on 8th May, Easter, or National Fish & Chip Day on 6th June, use every occasion to promote your business. Make noise, create special offers, and put yourself top of mind with customers.