The Great British Chippy Reinvention
The iconic British fish and chip shop is fighting for survival, with owners across the country being forced to add pizzas, chilli, and curry to their menus to stay in business. This dramatic shift comes as Generation Z consumers turn their backs on the traditional fish supper, once considered a humble Friday night staple.
Economic Pressures Force Menu Revolution
Soaring fish prices and the ongoing cost of living crisis have pushed fish and chips into a new price bracket that many customers are simply unable or reluctant to pay. The average portion now costs £9.88 compared to just £6.48 in 2019, according to Office for National Statistics figures released last year.
At Fisherman's Bay in Whitley Bay, North Tyneside, owners Steven and Harpreet Dhillon are experiencing these challenges firsthand. While they'll never stop selling their famous fish and chips, they reveal that cod is now more expensive than steak by weight, and 'every other order' they receive requires gluten-free options.
'The profit we make from cod is tiny,' Steven Dhillon explained. 'Over the past five years, the cost of running a business has made it very difficult for a fish and chip shop to sell only fish and chips. The cost of fish has doubled, and gas and electric has gone up.'
Changing Tastes and Delivery Culture
The rise of food delivery apps like Deliveroo and Just Eat, combined with an explosion of cuisine choices on British high streets, has fundamentally changed consumer behaviour. Younger generations in particular are increasingly shying away from traditional chippies in favour of more diverse options.
'Kids are not as interested in fish and chips anymore, they want their loaded fries,' noted Harpreet Dhillon, 33. 'As a business, you have to recognise that, and it's important to appeal to a wide range of customers.'
The Dhillons have responded with an increasingly diverse menu that now includes chicken goujons, burgers, battered tiger prawns, haggis, and even monthly specials like their current 'Jingle Bay Chips' - loaded fries with melted cheese, stuffing, pigs in blankets and cranberry sauce.
They've also launched their own app to cater to younger audiences and maintain separate vegan and gluten-free menus to accommodate changing dietary requirements.
Industry at Breaking Point
Andrew Crook, head of the National Federation of Fish Friers (NFFF), has issued a stark warning that next week's Budget by Chancellor Rachel Reeves represents a 'make or break moment' for the industry.
'The industry is under a lot of pressure due to issues with fish supply that is likely to continue for a couple of years,' Crook stated. He highlighted that the Barents Sea quota - which determines how much cod can be caught annually - is expected to be reduced to just a quarter of its 2019 level by 2026.
Additional pressures include supply chain disruptions following sanctions on Russian fishing firms Norebo and Murman Seafood, accused of espionage activities. Meanwhile, basic costs have skyrocketed, with potato prices rising 27% in a year, battered white fish costs up by nearly a third, and cooking oil prices increasing by almost 50%.
Back at Fisherman's Bay, customers acknowledge the changing landscape. Retired teacher Alison Thomson, 75, observed: 'When I was young, you didn't have other takeaways. There weren't any Chinese or Indian restaurants. It's very different now, and people expect so much more.'
Yet traditionalists remain hopeful. Ken Weddle, a regular customer, expressed the sentiment of many: 'We love fish and chips and would be very sad if the fish and chip shops died out.' As the industry awaits next week's budget announcement, the future of this British institution hangs in the balance.
