Pukka, as the nation’s no.1 pie brand*, has been at the heart of chip shop counters for decades. An example of this long-standing relationship, at its best, can be found at Burton Road Chippy – the winners of Pukka’s new POS competition. Fry Magazine’s Publisher and Event Director, Reece Head, chats to the owner about their successes and their journey within the industry.
For Burton Road Chippy owner Des, his whole working career has been in the chip shop industry, gaining over 45 years’ experience: “I started my first business in Lincoln in the ’80s, but I’ve always loved the area of Burton Road as it has a real sense of community within the city, so I kept my eyes open for an opportunity to open my own chip shop there. In 2003, I opened Burton Road Chippy and we’ve been here ever since.
“From that very first day, we’ve been stocking Pukka, and for us and our customers, no other brand compares when it comes to quality. Over the years we’ve tried pies from different suppliers, but I always go back to Pukka, and my customers continue to tell me it’s their favourite. Our bestseller used to be the Pukka Steak & Kidney but in more recent years, this has changed to Pukka All Steak.”
Chip shops are a huge priority for Pukka and are an integral part of the brand’s story and heritage, so it was important for the pie brand to give back to this community.
Without compromising on identity, the new POS – which was first introduced in Autumn 2025 – offers chip shop owners the chance to refresh the visual appeal of their shop and help drive footfall. Burton Road Chippy were the lucky winners of Pukka’s competition, which allowed them to get their hands on the eye-catching POS and installation – free of charge.
Des told us what the prize means to him and his team: “The timing was spot-on to give our shop a boost as we approach the colder months. Our favourite piece is 100% the neon sign, customers have mentioned how great it looks and its nice warm glow will help to draw customers in from the cold. We are already selling more pies and sales of pie and gravy have definitely increased.”
Chip shops have been tested by cost of living and food inflation in recent years, but Burton Road Chippy are positive about the future. The arrival of Pukka’s POS support was timely, giving them the tools they needed to explore new ways to excite customers and keep them engaged.
Des adds: “We’ve faced challenges and we’ve experienced price increases on a number of commodities, but we’re still trading and still hopeful. Chip shops are an icon within British culture, so I don’t think they’ll ever cease to exist, it may just be that more shops like ours will start to introduce different items on menus, as the price of fish continues to rise.”
Pie and chips from the chippy offer price-conscious customers a great-value, trusted choice that’s appealing across generations. Featuring traditional recipes like Steak & Kidney, Minced Beef & Onion, and Chicken & Mushroom, the Pukka range enables shops to serve familiar favourites that keep customers coming back.
As we kickstart trading for 2026, Des and the team at Burton Road Chippy are confident they can deliver a continued quality of service to their customers, remaining optimistic, despite the challenges the industry is facing.
“It’s going to be another challenging year but as always, we’ll be looking after our lovely customers.” concludes Des.
Pukka’s new POS is a key addition for owners looking to modernise their space. Point of Sale available to purchase from Pukka includes a bold illuminated protruding sign, an eye-catching pavement swing sign, a stand-out hanging neon sign, and an upgraded open/closed sign – all in Pukka’s iconic orange, designed for high-impact, whilst ensuring your shop’s branding remains at the forefront.
Register your interest in the new POS and stock up on Pukka’s bestsellers. E-mail chipshoppos@pukkapies.co.uk, contact your Pukka representative, wholesaler, or call 0116 264 4000.
* Circana GB Chilled & Frozen Pie Value Sales 52wk Data to 03.08.2025
