A tale of two chippies

Two operators share their experiences of National Fish and Chip Day 2023

The Chesterford Group

The Chesterford Group says a day designated to celebrating the nation’s favourite dish was something it couldn’t refuse, with all 38 shops across the south of England taking part in the celebrations. 

The highlight for the chain was seeing its passionate teams enjoy what it does best: working together to deliver the very best Friday fish and chips for its customers. This year the day coincided with the business’s 100-year anniversary celebration, making it all the more special.

It celebrated by offering customers 25% off fish and chip meals ordered through its click and collect channel, which resulted in sales increasing by 66% and transaction value jumping up 92%. Staff wore official merchandise and posts were made on social media – to both B2C and B2B audiences – during the lead up to the event and on the day itself. 

Targeting click and collect – the channel that delivers the highest average order value – attracted new customers, of which many opted into its marketing database, providing an opportunity to attract those customers back in the future with tailored loyalty offers. 

The decision to focus on digital marketing alone, meanwhile, saved a considerable amount of money and labour compared to traditional print marketing and updating digital menu screens.

Shipdeck, Caerphilly

For Shipdeck the highlight of this year’s National Fish & Chip Day was seeing the queue moving all day. Owner Ryan Hughes just wishes he had recorded a timelapse of the day!

As well as decorating the shop inside and out, free children’s activities were laid on including candy floss, face painting, colouring and games, “after all, they are the future!” says Ryan. 

The price of a children’s fish meal was cut and a fish and chip themed sweet cone added to encourage younger ones to try fish. Plus, vouchers were placed in random customers’ bags offering prizes ranging from a free fish supper to buy one get one free side orders. 

As a result, Shipdeck was busier than a normal Friday, takings were up and, instead of one person from the family coming, the whole family turned out. 

Already looking forward to next year, Ryan encourages all shops to get behind National Fish & Chip Day 2024 and make it an even bigger event so people keep talking about fish and chips. He adds: “Each year, we get people that haven’t heard of the day but are pleased it exists. For me, that’s what it’s all about. They now know.”