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Pukka pies

Pukka has introduced a British Pie Week promotion with selected wholesalers to boost fish and chip shop sales. Fry Magazine publisher Reece Head takes a closer look at the support being offered by the UK’s favourite fish and chip shop pie brand

Like many others, our industry has proved itself to be resilient and highly adaptable in the face of Covid-induced challenges. Now, with more Brits making the most of their newfound freedom – and with one of the calendar year’s busiest sales periods, British Pie Week, just around the corner – we’re optimistic about the future of the great British chippy. Adding to this confidence is Pukka’s bespoke British Pie Week promotion, which will help fish and chip shops cash in on the expected sales surge by reducing the cost of some of its bestselling pies.

Pukka’s general manager, Isaac Fisher, explains: “This year, we’re encouraging wholesalers to offer our bestselling chip shop recipe, Minced Beef & Onion – along with our award-winning Vegan Minced Steak & Onion recipe – to fish and chip shops at a reduced rate. This means chippy owners could benefit from up to a 50% profit margin when purchasing from participating wholesalers. The offer, which will run from 21st February to 5th March, is supported by our existing range of bespoke POS, which includes an eye-catching British Pie Week poster, heater signs, greaseproof paper and our coveted open/closed sign – all available on request.”

New for 2022

The new-for-2022 deal will see Pukka absorb the price difference, showcasing the role the bakery continues to play in supporting fish and chip shops, not just throughout crucial sales periods, but year-round.

Isaac continues: “Combining two quintessentially-British favourites in this offer – The People’s Pie and the Great British chippy – will encourage strong uptake from chip shop lovers nationwide at a time when pies are top-of-the-agenda. But our support stretches beyond helping to drive footfall during this key sales period. 

“Fish and chip shops are at the heart of our story and have been ever since we started making and baking pies in 1963. As part of our continued support for chippy owners, we’ve designed a social media toolkit and digital POS portal to help them maximise engagement across their social media channels and generate sales growth through mindful merchandising. It’s free to download at pukkapies.co.uk/foodservice and we urge businesses to take full advantage.”

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