With the price of fish continuing to climb, chicken is becoming an increasingly attractive option for fish and chip shops looking to diversify their menus, appeal to new customers and protect their margins
Once considered a simple side option for chippies, chicken is quickly carving out its place as a main menu item, offering both versatility and broad appeal.
At the beginning of the year, we explored the growth in the chicken market and in just a couple of months, the trend has only intensified. American fried chicken giants like Church’s Texas Chicken have since announced expansion plans into the UK, joining the likes of Chick-fil-A, Bonchon Chicken, Dave’s Hot Chicken and Wingstop. The growing demand is impossible to ignore, and fish and chip shops are taking notice.
Joanna Gray and Hannah Murray, the mother-and-daughter team behind The Friary in Beauly in the Scottish Highlands, have been gradually expanding their chicken offerings to meet demand.
“We’ve had the usual chicken products, your chicken nuggets and your chicken bites, and then your chicken breast portion, but it’s been the last one to two years we’ve been adding all the extras on,” says Hannah. These extras include loaded chips with popcorn chicken and homemade chicken curries, southern fried chicken, and Hoagies – toasted wraps filled with a variety of seasoned chicken options – highlighting chicken’s versatility.
Hannah explains the appeal: “I feel like it’s what people are looking for. We’ve got the grandparents who are ordering the fish and chips, and we’ve got the grandkids who are ordering the chicken wings, chicken nuggets and loaded chicken chips.”
Their homemade Hoagies, which are filled with options like salt and chilli chicken, southern fried chicken or chicken tikka, have been a real success. “They’re filled with salad, chicken, a sauce, cheese, and then a couple of chips as well, and they’ve been super duper popular,” adds Hannah.
While homemade options bring unique flavours and customer loyalty, they do take time. “We only really have them on as a special because it’s mum that puts it all together,” says Hannah. The time-consuming nature of preparation has led them to strike a balance between using fresh and frozen chicken. “The frozen products, you can quickly throw that in the pan. It’s about doing the combination of both the homemade and the stuff that we can do at the drop of a hat,” adds Joanna.
Aware that chicken is still a relatively high cost item, Joanna and Hannah use each part of the chicken creatively, stretching their investment and maximising their profit. Joanna explains: “A chicken breast, we can eke out into three Hoagies that we’re selling at £8. And the same, if you butterfly a chicken breast and take off the inner fillet, we can get two burgers and then a fillet as well. It’s about making the most of your chicken.”
Joanna and Hannah also emphasise the importance of control in the kitchen. “We’re a mum and daughter team that run the shop, so we’re very lucky,” says Joanna. “If you use a more expensive product, you’ve got to be mindful of waste.”
Another relatively newcomer to the chicken scene is Zero Plus Fish & Chips in Cardiff. Owner Zohaib Hussain also sees great potential in chicken and has expanded his menu of frozen chicken chunks and burgers with chicken strips and chicken balls made using fresh chicken. Zohaib explains: “With the price of fish, we can price chicken a lot more competitively. Plus, there are no chicken shops within one mile of us, so we are trying to capitalise on that.”
That local opportunity combined with affordability, makes chicken a smart move. “The first week, we were just giving loads of samples out – people love a freebie,” says Zohaib.
With fresh chicken delivering a juicier result, and frozen offering convenience during busy service hours, Zohaib is mindful of the added caution that is needed when using the former. “With the frozen items, we can just grab some chicken chunks, because they’re already cooked, and just put them in the fryer. It’s a nice, simple, easy product to use,” he explains. “Handling raw chicken next to the fryer, there’s a lot more care that needs to be taken – more hand washing, for example.” He’s currently tweaking his kitchen workflow to safely handle raw chicken, considering options like separate batter trays.
Before committing an item to his menu, Zohaib invites customer feedback, adding: “I think that’s the way you have to try a new product. We cook a batch, keep it in the hot box, and then with every order, give a little piece and ask, ‘what do you think?’” Often, the reactions are recorded and used for social media posts, which helps engage customers and encourage orders.
Like Joanna and Hannah, Zohaib is also well aware that chicken is not a high margin product, but says it is a growing trend, adding: “People are buying chicken and they are buying it over fish and chips. So it’s a growing trend that we think is quite important for us to delve into.”
David Pickersgill, owner of The Singing Friar in South Kirkby, Pontefract, only recently began adding chicken to his menu. “We wanted to be more diverse because, with the price of fish at the moment, although we’re not losing money, we’re not getting the profit margin we were.”
David keeps things simple by offering box meals – a three-strip box for £6.50, and a chicken fillet burger for £7 – both with chips and a side – and a two-piece meal for £5. He adds: “I try not to push single products, I like to offer meal deals. There’s a higher profit for me that way.”
Using fresh chicken, coated in a homemade seasoning mix created by David and his wife, the items are battered and cooked in the frying range. “You put a little bit of love into something and you’re going to see a difference in sales,” he says.
His advice to others thinking of adding chicken to the menu is to make the deals appealing. “Chicken isn’t a high margin product, but you can make better margins by offering a meal deal. There’s no point out-pricing yourself, but at the same time, you can’t give stuff away.”
What’s clear from these operators is that chicken isn’t just an add-on anymore. It’s a valuable part of the fish and chip shop offering thanks to its many different formats, broad demographic appeal, and menu variety that can attract new customers and increase order values.
SHOP THE TRENDS
We take a look at some of the products on the market that are sure to ruffle a few feathers!
Rooster’s ramps up the heat
The Roosters range of breadings from Middleton Foods gives the perfect crunch to chicken menu items. A well-balanced combination of herbs and spices, they create the ideal light golden breading. But why not go that one step further with its latest addition, Roosters Hot Dipping Sauce?
Described as a “cluckin’ hot product to help liven up menus”, chippies can serve it alongside fried chicken, drench hot fried wings, smother over smash burgers and even slather it on loaded fries. The bold and fiery dipping sauce is quick and easy to prepare – simply blend the dry mix with boiling water and whisk until smooth. Alternatively, it can be microwaved for one minute.
Middleton Foods 01902 608122 www.middletonfoods.com
Going gluten free
Central Foods offers a range of frozen gluten free chicken products that it says taste so good they are suitable for all, not just those with dietary requirements.
These include Golden Valley Foods breaded chicken goujons, breaded chicken chunks, chicken schnitzel and chicken Kievs, offering a great way for operators to distinguish themselves from their competitors. There are other ways to stand out from the crowd too, says Oli Sampson, MD of Central Foods, who comments: “As well as in a bun or with chips/fries, operators could offer their fried chicken in different and unusual ways. Try serving it with waffles and maple syrup for an American-style breakfast, or sandwiched between glazed donuts for an American take on brunch, lunch or anytime snack.
“Remember to take eye-catching images of your creations – they’ll be great for promoting the business on social media, posters in store and on shop windows.”
Central Foods 01604 858522 www.centralfoods.co.uk
Win customers with spicy wings
As consumer demand for spicier foods grows, stay on trend with Chicken Train’s Hot ’n’ Spicy Marinade from Kerry Foodservice. Ideal for coating chicken wings – another crowd-pleaser – the fiery marinade is made using generous amounts of chilli and imparts a hot red tint to chicken wings as well as an intense spicy heat that will set tastebuds tingling. To give customers the perfect wing experience, operators can complement the marinade with Chicken Train Southern Fried Hot Double Breader for a signature crispy chicken wing exterior. Also available in the marinade range are Piri Piri Extra Hot, Piri Piri Hot, Piri Piri Mild, and Lemon and Herb, giving operators a choice of heat levels for their chicken. Chicken Train 0800 138 1938 eu.kerryfoodservice.com/pages/chicken-train
Rupert’s range brings out the flavour
Rupert’s Ingredients offers a comprehensive range of breadings, marinades and seasonings expertly developed to bring new flavour and texture to chicken.
For example, those looking to add a zesty kick might want to try its Lemon Pepper Seasoning, which brings a bright, tangy flavour that’s sure to stand out. If customers like it hot, the Extra Hot Breader delivers a fiery crunch that packs a punch. And for those who enjoy a rich, layered heat, the Original Peri-Peri Base Marinade is a perfect choice, offering depth and spice in every bite.
Rupert’s Ingredients 01709 891033 www.rupertsingredients.com
