J-Henry’s joins forces with local businesses to batter popular high street foods

The manager of a fish and chip shop in Hampshire has teamed up with local businesses to create quirky, battered dishes, which he shares on social media to drive footfall to the high street. From battered brownies to battered steak, the collaborations have become a hit with customers and social media audiences.

“It’s not easy at the moment,” says Sonny Lee, who runs J-Henry’s in Hedge End. “Even though footfall is still pretty good and turnover is good, the margins at the other end are getting squeezed.” 

Sonny, like many other business owners, is feeling the pressure of rising costs, including wages and national insurance. “Come April, with the Minimum Wage and National Insurance going up, we’re going to have to watch our portions and, unfortunately, pass some of the costs on to customers. We can’t keep taking the hit ourselves but we are also aware that there is a ceiling price that the public are willing to pay.”

In a bid to tackle these challenges, J-Henry’s has taken a creative approach to marketing and utilised social media. “It started with a local cake lady,” says Sonny. “I messaged her and said, ‘Bring some brownies down, we’ll tag you and share it around.’ Then it was the kebab shop. I just walked in and asked the owner if he would collaborate and he said yes. That video got up to 40,000 views. The next day, the local butcher called and said, ‘Would you batter some steak.’ I went down there and did a video with him outside with all his menu boards and took two steaks back to the shop to fry. They worked really well!”

The videos are creating a talking point and giving customers another reason to come to their local high street, says Sonny. He adds: “Customers come in asking, ‘What was that like?’ or ‘What’s next?’ It’s all free advertising. Social media is this amazing tool. Advertising is expensive – £300 or £400 you can pay for a newspaper ad – but Facebook, Instagram and TikTok are at your fingertips, so why not?”

Adding that the opportunities for creating content for social media are endless, Sonny says the videos provide another way for him to reach his customers. He adds: “I remember hearing a little while ago on one of the podcasts about social media and how difficult it is to promote fish and chips. How many pictures of fish and chips can you take and how do make it look glamorous and sexy? After a while you just feel like you’re repeating yourself. But this gives a different angle.”

The response has been overwhelming. J- Henry’s TikTok videos have amassed thousands of views, and customers from all generations are getting involved. “Even 80-year-olds come in saying, ‘I saw your video,’” says Sonny. “It’s surprising how far they reach.”

The videos are benefitting the whole community with Sonny, adding. “Times are tough, not just for fish and chips, but for everyone, and it’s scary what is happening on our high streets. In five or ten years, what’s going to be left? We don’t want the local fruit and veg shop, the butcher, the sweet shop to go. So these videos are good for everyone. Local businesses get a chance to promote themselves, and we get to try something new.” 

Sonny is already working on his next video, with potential collaborations including a local Indian or Chinese restaurant. “We’re thinking about battered samosas, pakoras, or maybe onion bhajis,” he says.