The Scrap Box in Dunnington, York, is bringing fresh energy to the industry by trialing new fish species, commissioning a striking mural on its exterior, and introducing a mascot to engage customers
For years, the UK has been hooked on the ‘big five’ seafood species – cod, haddock, salmon, tuna and prawns – making up 80% of the nation’s seafood consumption. The Scrap Box, however, is doing its bit to try and change this. Located in a lay-by on the A1079 between York and Hull, the takeaway is looking to add more locally sourced, alternative fish species to the chippy experience.
For the past nine years, brothers Aman and Gavin Singh, founders of The Scrap Box, have specialised in serving only cod and haddock. However, a recent trip to Cornwall, organised by the Cornish Fish Producers Organisation through the National Federation of Fish Friers (NFFF), changed their thinking.
“That experience transformed how I think about fishing communities in this country,” Aman explains. “It gave me a real sense of pride in British seafood. We learned about Cornish rock, or spur dog, also known as rock salmon. Tasting it made me want to give my customers the chance to taste it. It will take a lot to get people away from cod and haddock so it is up to us shop owners to lead that shift.
“Most people, especially younger customers, get their first taste of fish from a fish and chip shop. If we can offer alternatives alongside cod and haddock and make it almost normal to have them on the menu then it doesn’t have to be such a big mental shift to try an alternative.”
Rather than making drastic menu changes overnight, Aman and his team have taken a measured approach.
“There’s a reason why cod and haddock have been the go-to for fish and chips so we’re testing alternatives alongside trialling them with our customers to ensure we both like them. That way we can be confident that customers will actually buy them.”
A recent sampling of rock salmon at The Scrap Box proved promising. Customers were given bite-sized portions and asked to complete a short survey on taste and their views on locally caught fish.
“We had about 50 responses, and over 90% rated it four or five out of five. I was pleasantly surprised because rock salmon has a meatier texture than cod or haddock, it’s much more like hake. That positive response has given us the confidence to continue exploring new options.”
Changing perceptions
The Scrap Box is no stranger to changing perceptions. When Aman and his brother took the building on nine years ago it was a drab-looking council-owned toilet block. Although the pair had free rein over the inside, they were restricted by the council on what they could do on the outside, until they finally won a battle last year to change the appearance with a mural. The striking artwork was designed by a Russian artist and celebrates York’s history and landmarks.
“It took a long time to get people to come through the door to try us,” admits Aman. “The outside didn’t reflect what we were offering on the inside. I wasn’t worried though, I knew it would work because I knew we had a great product. However, it probably did take about a year and a half for word to get around and for business to start picking up.
“Once we got the mural up that changed things for us. It helped create a strong identity. There is always a lot of traffic on that road, but now when people sit there they notice us and automatically know what is inside. And the mural is done in a way that the locals are proud of it. It’s not just a shoddy bit of writing on a wall. It’s actually quite creative and it’s quite abstract, and people love it.”
The Scrap Box isn’t just a convenient pit stop for passing trade. During the summer, it’s popular with holidaymakers heading to nearby caravan sites. At the same time, it has developed a loyal daytime and evening customer base from surrounding villages.
“We’ve got quite a few villages around us that are too small to have their own fish and chip shops, so we’ve embraced the tagline that we are ‘everyone’s local,’” says Aman.
While the menu is intentionally focused — offering cod, haddock, fish bites, scampi, sausage, chicken nuggets, and fishcakes — this selective approach ensures quality and consistency, reflecting The Scrap Box’s commitment to delivering the best possible fish and chip experience.
“In the area that we are, I think we can get away with having quite a specific niche menu,” says Aman. “But I also think a lot of people demand that more so now than before because if they’re paying what they are for takeaway food right now, they want to know that it’s good quality. And I think a big signifier of that is often a place that specialises in one particular thing. So by sticking to fish and chips, we can guarantee to our customers that we are focusing on that product. And it means, from our side, we can focus on that as well.”
Rebranding
With the rising cost of fish, energy, and wages, Aman is thinking strategically about pricing and branding. While a regular portion of fish and chips currently costs £9.95, he knows any increase has to be matched by quality and experience.
“We’re investing in our brand and marketing. The way the product looks and feels needs to reflect the premium nature of what we offer. Expect changes to our packaging, logo and colours, all tying in with our recent exterior makeover. It’s about making everything cohesive and reinforcing the value of what we serve. If you are going to put your prices up by 10%, the food has to reflect that.”
Aman is also taking an innovative approach to marketing with the introduction of Scrappy, a custom-made mascot created by his mother, a talented seamstress.
“We weren’t that active on social media until recently, and I wanted to change that. I saw Selfridges launch the Jellycat fish and chip toys and thought, why not create a character to tell our own story? My mum made Scrappy, and she makes all the costumes he wears – and will wear in the future too.”
Scrappy is more than just a fun addition — he plays a key role in engaging customers and promoting alternative fish options.
“People love Scrappy! He helps tell our story in a way that’s fun and engaging, not just for kids but for adults too. He’ll be involved in promoting different fish species, especially to younger customers, making it a normal and exciting part of their fish and chip experience.
“You have to be creative and find ways to stand out. The industry needs fresh energy, whether it’s through quality, marketing, or pushing boundaries. We’re excited to be part of that movement and take things to the next level.”
