So here it is Merry Christmas

From deep fried festive food to coming together for community causes, the fish and chip industry always finds innovative ways to celebrate Christmas

The pigs are wrapped in their blankets, the Brussels sprouts are ready to be battered and the decorations are going up. The preparations to ring in the festive season have well and truly begun. 

Embracing the Christmas season allows you to connect with your community, attract new customers, and create a festive atmosphere that makes your offerings memorable and special during a time of celebration.

One shop that has already started the ball rolling is The Cod’s Scallops in Nottingham which is offering an array of holiday-themed items such as battered pigs in blankets; turkey, chestnut and cranberry pies; sage and onion fritters; and even battered mince pies served with ice cream and brandy syrup. 

“Apart from the pie, they’re all designed around add-ons,” says owner John Molnar. “They’re not designed to take away from fish and chips. And we price them quite sensitively so that they sell”. 

The unique items are great for drawing attention especially online, with a viral video of the battered mince pie last year getting over 1.2 million views.

“It’s about getting noticed, especially this time of year. People come in just to try these items,” says John. “I think you’ve got to be seen to be doing something at the minute. We’ve tried set Christmas meals where it was a prawn cocktail and then fish and chips or turkey pie and Christmas pudding – and we did it for a really keen price, I think £22 – but no one took us up on it. The festive add-ons work best, keeping it special and simple.”

Nigel Derrett, owner of Newington Fish Bar in Ramsgate, Kent, shares the same thought process and has embraced the festive spirit with a selection of battered Brussels sprouts, stuffing balls and pigs in blankets, all available from December until the New Year. 

Nigel believes having a few portions already fried and on display in the hot box is crucial for driving sales of these items as it sparks curiosity, especially among new customers.

“People look forward to this each year,” he says. “It’s not really about profit; it’s having another item available that fits the festive season and it gives the staff something to talk about and enjoy with the customers. Sure, it’s a bit fiddly and more work on busy nights, but it keeps things interesting.”

For shop owners who consider their shops to be busy enough over the Christmas period, it can be very easy to dismiss the festive season and not do anything but put up some decorations. But Mark Petrou, owner of Petrou Brothers in Chatteris, Cambridgeshire, has a simple idea that anyone with a kids menu can implement – a holiday stamp book. 

“It’s a simple, budget-friendly idea that doesn’t involve changing the menu,” he explains. “With each kid’s meal, kids get a stamp, and after six visits they receive a selection box. It promotes repeat custom and it’s really easy. You don’t need a fancy till to administer it, just something the size of a business card that mums and dads can keep in their wallets or purse. If you’re on a budget, you’ve not got to break the bank to run it either as you’ve got six purchases to recover the cost of the selection box.”

Mark suggests starting early in November to allow time for the promotion to run through December.

If running offers and promotions isn’t your thing, you may wish to concentrate your efforts on supporting your local community at this time of year, like The Fish Works in Largs, Ayrshire. Owned by Tiffany Irvin, it will be repeating its toy drive after a huge uptake last year and offering a free portion of chips to anyone who brings in a gift. 

“We’re so invested in our community because we live in the town that our shop is in,” explains Tiffany. “Last year, we collected over 200 gifts, which we donated to local schools, social work groups, and families in need.” 

Tiffany explains that this drive resonates with her community, especially in challenging times, and creates a positive atmosphere as families and kids bring in gifts, knowing they’ll get a little treat in return. “We are launching it earlier this year, in the next week or two, in the hope we will double the amount of toys we get.”

It’s a similar stance taken by Zero Plus Fish & Chips in Cardiff, which transforms into a festive wonderland with a Santa’s grotto, photo sessions, and holiday music. Taking place this year on December 9th, the event is promoted through social media and trade associations with the aim of fostering a festive atmosphere and community goodwill.

Owner Zohaib Hussein comments: “We don’t do it to drive sales but to bring the community together. There aren’t many shops around here big enough to host this, so we’re glad to provide the space for something magical in our neighbourhood. It’s a really nice day, the children all leave with a present, and the customers appreciate it.”

If the run-up to Christmas is already hectic enough without adding sprouts and stuffing balls into the mix, you may wish to follow David Nicolaou’s lead by skipping Christmas altogether and giving your team a break. 

”We’ve never really jumped on changing menus, we’re very busy before Christmas so we tend not to have to drive sales, and then we just give everybody a week or so off between Christmas and New Year.” he says. “It’s about letting staff spend time with family and coming back refreshed.”

David’s decision is also based on the fact that trade drops some 30-40% in the period between Christmas and New Year, so rather than juggle staff time off and covering what is already a small team, he’s gearing up for a strong January with targeted offers.

“What happens in January is it goes dead Tuesday, Wednesday, Thursday, and then busy Friday and Saturday. So I’m already planning to do a blanket push SMS message, saying, Come and get your tea, and it’s 20% off Tuesday, Wednesday, and Thursday, this week.”

The Christmas season is the perfect time to build goodwill and show appreciation to your customers for their loyalty throughout the year. With another challenging year ahead, a heart-felt thank you now will help set a strong foundation for what’s to come.