#201 - Inside the World of Fish & Chips: Merchants’ Social Media Revolution

Fish and chips may be a timeless British classic, but how they’re sold and marketed is changing fast. That’s precisely what this episode of The Ceres Podcast dives into as host Stelios Theocharous sits down with Antony Akathiotis, the man behind Merchants Fish Bar in Bewdley and Halesowen. In an episode packed with insights, laughs, and no-nonsense business talk, Antony shares how social media, pricing strategies, and changing customer expectations are reshaping the fish & chip trade. 

From the get-go, the conversation is candid and relatable. Stelios and Antony open up about the challenges of running a food business today, from early morning starts to the mental gymnastics of creating practical pricing calculators. Antony, a straight-talking business owner with a deep love for the trade, brings a fresh perspective on the importance of knowing your numbers. Whether understanding water loss in frozen fish or tracking price fluctuations, he argues that small businesses must be razor-sharp on costs to stay competitive.

One of the most eye-opening parts of the discussion is the power of pricing strategy. Antony highlights how too many shops still price their fish based on what they paid months ago rather than adapting to real-time market shifts. His approach? Treat pricing like a science, not a guessing game. Stelios agrees, reinforcing that pricing is more than just numbers—it’s about confidence and clarity. A notable quote from the episode sums it up perfectly: “If you don’t know your costs, you’re winging it. And winging it isn’t a business strategy.”

Beyond pricing, the conversation takes an unexpected but fascinating turn into the world of social media. Antony’s shop has exploded in popularity thanks to TikTok and Instagram, largely thanks to the efforts of his team member, Destiny—better known as “Chippy Diva.” With over 380,000 TikTok followers and millions of views, Merchants Fish Bar has tapped into something powerful: the combination of authenticity, humour, and engaging storytelling. What started as a fun experiment has turned into a marketing powerhouse, bringing new customers through the door and reshaping the way fish & chips are perceived.

Yet, with internet fame comes its challenges. Antony and Stelios don’t shy away from discussing the darker side of social media—the trolls, the unsolicited messages, and the strange world of online interactions. Antony humorously recalls receiving an inappropriate message from a stranger, a reminder of the weird corners of internet culture. But ultimately, the positives outweigh the negatives. Social media isn’t just about going viral—it’s about building a community, educating customers, and giving them a reason to choose your business over the competition.

 As the episode wraps up, one key message stands out: the fish & chip industry isn’t just about frying fish anymore. It’s about innovation, smart business decisions, and adapting to new consumer expectations. Whether it’s making pricing decisions based on data rather than gut feelings or leveraging social media to reach new audiences, Antony’s insights offer a valuable roadmap for business owners navigating today’s challenging market. 

So, if you run a fish & chip shop, work in hospitality, or simply love hearing how traditional businesses are evolving in the digital age, this episode is a must-listen. The Ceres Podcast consistently delivers insightful, engaging conversations; this episode with Antony Akathiotis is no exception.