A century for French’s

French’s Fish & Chips in Wells-next-the-Sea, North Norfolk, has reached a remarkable milestone — celebrating 100 years in business

Very few businesses survive a century, let alone remain in the same family —but French’s Fish & Chips has achieved both, earning its place in the hall of fame.

Current owner and third generation Marcus French remains very modest about the business his grandfather opened in 1925, putting its longevity down to the shop’s location. “We’re right by the quay, with beautiful views of the harbour,” he says. “It’s position, position, position. People come down to the quay and go for walks along the beach, and fish and chips go hand in hand with that experience.”

But we’re all too familiar with subpar seaside shops selling questionable fish and chips, so French’s success must come down to more than just location —quality, consistency, and hard work are also factors. 

“It’s a family business that’s been passed down through the generations, and we’ve always taken pride in what we serve,” says Marcus. “In the early days, my grandfather and father used to work incredibly long hours, selling wet fish from a van during the day and frying fish and chips until one o’clock in the morning.”

Back then, the shop had a coal fired frying range and a wet fish counter that offered everything from skate and herring to cockles and winkles. Any unsold fish would be fried to prevent waste.

Remarkable origins

The story behind French’s is quite remarkable. Marcus’s grandfather, William Thomas French, arrived in the area for training as part of the First Staffordshire Yeomanry during World War I. He met his future wife, Blanche, and vowed that if he survived the war, he would return to make a life with her. Despite being gassed, he kept his promise and returned.

In 1921, thanks to a loan from Blanche’s father, they purchased their first fish and chip shop. Four years later, in 1925, they expanded, buying another shop on the quay after the previous owner was imprisoned and couldn’t keep up the mortgage. Acquired on January 23rd 1925, and subsequently renamed French’s Fish & Chips, the new location remains the heart of the business. It serves the town’s 2,500 residents year-round, a number that surges to over 10,000 during the summer.

While traditional methods remain integral — “we still make the batter the same way,” Marcus notes — some changes have been necessary. The shop originally fried in beef dripping, but after a fire in the 1970s, they switched to palm oil. Marcus also made the decision when he took over to stop selling wet fish and concentrate solely on fish and chips, making the business easier to run and lessening the hours involved. 

One of the biggest challenges has been sourcing fish. “In the old days, we got our fish fresh off the quay or delivered by rail from Lowestoft. When the railway stopped, we had to adapt.” Today, most of their cod is frozen at sea, while haddock and plaice are delivered fresh twice a week.

French’s has kept menu changes to a minimum, staying true to its roots as a traditional fish and chip shop. It continues to serve cod, haddock and plaice, with specials like skate or rock making occasional appearances. However, in 2020, they embraced change by introducing gluten free options, made possible by an upgraded range with a dedicated gluten free pan and filtration system. While they have added a click-and-collect service, they have opted against delivery due a lack of local delivery companies. 

Prices have naturally risen. Fish and chips 100 years ago cost 1s – about 5p – while today it sets customers back a still very reasonable £11.90. Portion sizes have crept up in that time too, as Marcus explains: “When my grandfather started, a portion of chips was two to three ounces and a piece of fish was two ounces. Now, our average portion of chips is somewhere between 12 to 14 ounces, and cod is eight to 10 ounces. We’ve had to introduce smaller portions, like light bites, to accommodate changing customer needs.” 

The cost of running the business continues to climb too, with the upcoming national insurance and wage increases adding pressure. “We might have to increase prices this year due to the increase in national insurance and the wage rises. The National Federation of Fish Friers has said it works out roughly £3,000 per full time employee a year. If you’ve got 10 employees, that’s £30,000, you’ve got to find.”

Fourth generation

In 2019, Marcus’s daughter Alanna stepped in to manage the business, marking the beginning of the fourth generation’s leadership. “She handles everything now — rotas, frying, wages, hiring, pricing,” he says proudly. Looking even further ahead, there’s potential for a fifth generation, should Alanna’s children grow up immersed in the family trade.

The responsibility of carrying on a century-old legacy is significant, but Marcus believes Alanna is more than up for the task. “There’s definitely pressure,” he acknowledges, “but she’s doing an incredible job.”

Reaching the milestone of 100 years in business was a cause for celebration. Over three months, customers received scratch cards with their purchases for a chance to win prizes. On the anniversary itself, the shop hosted a special event with Prosecco, cupcakes, and coverage from ITV and local newspapers.

However, rather than focusing solely on their own success, the family decided to give back to the community and has donated £10,000 to the local school, funding a much-needed covered outdoor play area. 

“It’s something they’ve been trying to fund for a long time but couldn’t raise the money,” Marcus explains. “My grandfather on the other side of the family helped build the school in 1929, and both my parents, myself and my brother and my daughters have been to that school. And now my grandchildren are there. It was good to do something that would help the whole community and leave a legacy too.”

Running a family business is no easy task, and French’s Fish & Chips nearly faced closure under the current family’s ownership when in 2018 Marcus found himself grappling with persistent staffing challenges. Faced with difficult decisions, he carefully weighed up his options.

“I had no exit strategy as my daughters were doing their own things. Another local chip shop owner, Eric Snaith of Eric’s Fish & Chips, said he’d manage it for me for two years. So he did and I took a back seat and did some travelling. At the end of the two years, my daughter said she’d like to come into the business, so that’s what happened and now I’ve got the best of both worlds. I’ve got time for myself but also I get to keep a hand in.”

Now, with a balance of involvement and personal time, Marcus is content and confident that French’s will see another generation. “It’s a good business,” Marcus reflects. “And I think fish and chips will carry on, it’s a good trade to be in still. You’re never going to make fortunes, but you’ll always have a good living.”