77: Huw Jones on Adapting and Thriving in the Fish & Chip Industry

In the latest episode of The Ceres Podcast, host Stelios Theocharous sits down with Huw Jones, the owner of Finnegan's, to discuss the challenges and opportunities in the fish and chip industry. With six successful shops under his belt, Huw offers a wealth of knowledge on adapting to market shifts, handling lockdowns, and navigating the ever-changing hospitality landscape.

The conversation opens with a deep dive into the effects of lockdowns on hospitality businesses, particularly in Wales, where stringent rules forced operators to rethink their strategies. Huw shares his experiences of managing customer expectations, dealing with scared and hesitant clientele, and implementing new technologies like click-and-collect systems to maintain sales.

One striking anecdote involves an elderly customer who preferred walking in the street rather than passing people on a footpath—a clear sign of how deeply ingrained fear became during the pandemic. For fish and chip shops, which traditionally serve an older demographic, this hesitation profoundly impacted footfall.

Huw emphasizes that businesses that failed to embrace change were left behind. He recalls how Finnegan's quickly pivoted to digital ordering, helping older customers place orders online even when they struggled with technology. This approach kept the business running and introduced a new level of convenience that has remained popular post-lockdown.

Stelios and Huw also touch on the challenges of managing multiple locations. Huw explains the complexity of logistics—whether to centralize fish preparation, distribute potatoes efficiently, or rely on separate store operations. The key takeaway? Growth requires structure and discipline, and consistency is essential in maintaining quality across multiple sites.

One of the most engaging discussions revolves around pricing and customer loyalty. Huw notes that despite increasing costs, he refused to compromise on portion sizes or product quality. While competitors cut fish portions to maintain margins, Finnegan's stuck to its standards—charging more, but ensuring customers knew they were getting premium quality.

Customer habits in the fish and chip industry are deeply personal. As Huw puts it, "Some people prefer paler chips, some want crispier batter, and others are loyal to their local chippy no matter what." This insight highlights the challenges of consistency in an industry where personal preference dictates success.

Another unexpected challenge Huw faced was brand protection. With multiple copycat businesses opening under the name "Finnegan's," some even adopting similar branding, legal action became necessary. The episode delves into how important it is for businesses to trademark their name and be prepared to defend their brand identity. Huw shares how Finnegan's successfully took action against a shop in Derbyshire that tried to pass itself off as part of his chain, demonstrating the importance of reputation management.

One of the biggest takeaways from this episode is the growing challenge of staffing in the industry. Huw candidly discusses the reality of finding and retaining staff, especially when younger generations are less inclined to work long hours in hospitality. His key advice? "You've got to pay until it hurts—otherwise, they'll just go work for Amazon or in a pub."

Looking ahead, Huw remains optimistic about the industry but stresses the need for continuous innovation. Whether it's adjusting menus, refining operations, or embracing digital transformation, the businesses that evolve will be the ones that thrive.

This episode of The Ceres Podcast is a must-listen for anyone in hospitality, from independent shop owners to large-scale operators. Huw's journey from running a fruit and veg business to leading a multi-site fish and chip operation is filled with insights into resilience, strategy, and customer service.