Diversifying into hot stone steaks, Stones in Castle Donnington, Derby, called in BD Signs & BDigital to give it’s newly rebranded restaurant a greater presence
Shaun Wiggins has been part of the fish and chip industry for most of his working life. After starting out part-time while training as a chef, he worked across several shops before taking on the management of Donnington Fish Bar. Thirty years later, he is still there.
Just before Covid, Shaun persuaded his business partner to invest in a refit that included a 40-seater restaurant and a licensed bar. However, rising costs and shifting customer habits since then has resulted in some difficult decisions. “We’ve done everything we can to save money,” explains Shaun. “We’ve reduced portion sizes, reduced opening hours and reduced staff levels.”
Further change was needed so Shaun diversified into hot stone steaks, alongside fish and chips. The new direction led to a rebrand as Stones Fish & Chips, designed to signal something different while still retaining its roots.
“It’s been great,” says Shaun. “Customers come into the restaurant and get a hot stone. The steak comes out raw and they cook it themselves. We still do fish and chips, but we’ve diversified so it gives people another reason to come to us, a second opportunity to eat with us.”
The rebrand had its challenges as the restaurant is tucked down the side of the building, and even long-standing locals were unaware it existed. “I’ve been here 30 years and people still ask, where’s your restaurant?” explains Stuart. What’s more, because the shop sits within a conservation area, any signage had to be sympathetic to the village. Shaun brought in BD Signs and BDigital, a company he had worked with before, to help create a solution that balanced impact with compliance.
“They asked what we wanted but Barry already had a good idea of what would stand out and catch the eye. We’re on a corner and needed to draw attention down the side.”
Backlit signage wasn’t permitted, so BD Signs designed illuminated lettering using drop lighting, carefully selecting colours and proportions for readability at night. Shaun adds: “They’re very particular and they care about what they do. There’s not a straight line in this building, everything is on the wonk, but they made sure everything looked right.”
The result has given the business a clearer presence and direction. “It’s made it very clear the restaurant’s at the back of the building and we’ve become a talking point in the village.”
Shaun plans to add further details, such as the shop’s web address and opening times, in the new year, but on removable boards that can be easily updated as things change.
Shaun has seen a positive response, with strong bookings and sold-out evenings, adding: “Customers might come in for fish and chips, see a steak go past and change their order. But on steak nights we’ll still have plenty of fish and chips orders too — they work well together. Diversifying was definitely the right thing for us. We’ve got an informal restaurant, honest food at a fair price, and now people can see it’s here.”
BD Signs & BDigital 0115 979 4330 www.bdsignsnottingham.co.uk
