Fish prices continue to be the biggest operational pressure point. In simple terms, they’ve risen steadily for the past three years, with very little sign of coming down. While we do see occasional dips in fresh markets, the next rise almost always exceeds the previous peak. That makes long-term planning difficult and reinforces the need to stay agile week to week.
At Trenchers, we use a mix of fresh and frozen product to balance quality and cost. Fresh haddock remains central to what we do, but frozen-at-sea cod plays an important role in maintaining consistency. Like many operators, we’ve also explored alternative species, primarily hake and saithe but the challenge is customer perception. Midweek trade, particularly from an older demographic, remains very traditional; cod and haddock are still the go-to option. At weekends, however, we see more younger families who tend to be more price-conscious and more open to trying different species.
Hake has been the most popular alternative, although increased demand has pushed prices up and made smaller fillets harder to source. Rather than discounting heavily, we position it as better value by offering a larger 9oz portion for a similar price to a small cod or haddock. It’s about striking a balance between margin and throughput while maintaining perceived value.
Portion control is another area we are focussing on. We’re not necessarily reducing sizes, but we’ve become very keen in what we’re offering. With a large team, that comes down to training and communication and ensuring staff understand why accuracy matters and how it impacts the business.
Menu diversification is also helping to offset increasing fish prices, so looking at items less exposed to fluctuation such as chicken, pies, sausages and prawn dishes. Lobster is working quite well for us at the moment too, we’re working with a local lobster hatchery in Whitby, which is giving us quality at a god price. These aren’t new lines, but giving them more prominence helps balance the mix.
Supplier relationships are more important than ever, so we’re in constant dialogue, comparing fresh versus frozen options weekly and working with multiple suppliers to stay competitive.
Beyond our products, we’ve recently updated our packaging, incorporating the logos for the Fry Awards 2026 and Fish & Chip Restaurant of the Year across our boxes and menus to recognise our recent awards. It’s a simple change, but it reinforces quality perception and adds value without affecting cost.
Our new site in Bowness-on-Windermere in the Lake District is on track to open in summer. At around 120 covers, it’s a manageable size and in a strong location with a good balance of eat-in and takeaway potential.
As we head into peak season, the focus is on preparation and keeping the team motivated. Easter is always a good indicator of how the year is going to go and we broke all our records this Easter, so we’re in for a good summer. I think we’re probably going to have less people traveling abroad for the holidays this year, which isn’t what people really want, but we’ll take the boost.
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