Bespoke Batter Betters Processes at Pisces

Cos Michael has operated multiple fish and chip shops across Manchester and Liverpool. With a diverse range of locations, customer preferences, and shop styles - some he has owned and operated, others he has managed or eventually handed over to employees - Cos has developed a good understanding of what works where, regional variations, and how to tailor each shop to its surroundings.

Now, however, he's focused solely on one site: Pisces, which he has run for the past 25 years. "We've been in Manchester, Wigan, all across the Wirral, but Pisces has always been an excellent site and location," he says. "Lots of our other outlets had kebabs, pizzas and Chinese food. But here, we've specialised in fish and chips, which I'm passionate about, so we've always kept this site."

While the focus remains firmly on fish and chips, Cos isn't afraid to innovate with recent additions, including white bait and salt-and-pepper squid. "We're fortunate. Because we're very well-known, we aren't always trying to attract new customers; we've established a very strong, staple customer base now. However, we still need to keep them engaged, which means mixing things up, doing things on a seasonal basis, and adding some variety. I also think long-term, and with the issues that we're facing as an industry, it's about what else is out there that can align with what we're about - fish - and that are good little profit makers. Without too much effort, you've got a bit more variety, and without losing what you're known for."

A close eye on consumer habits, helped by the huge amount of data Cos collects from his EPOS, helps guide these changes. "We're always looking at the habits of customers for takeaway and delivery and using that to decide what to introduce next. We make sure a new item is marketed well because once customers have seen it and given it a go, you start to see the retention and repeat business back on those particular items."

Pisces recently joined Just Eat, moving away from running its delivery service, citing driver retention as a significant issue, as well as rising costs. "Because there's a lot of additional costs coming into running a business, we wanted to alleviate some of the pressure and the headache," explains Cos. "We crunched the numbers, and it works out better to use Just Eat than not. We're doing more deliveries than we were when we were doing it ourselves, and although we do lose a bit of customer data, it's all been positive for us."

Another search to make the business more efficient for the team led Cos to develop a bespoke batter with Ceres, replacing a long tradition of hand-mixing different flours to create the perfect blend.

"There were only one or two people in the team who had the responsibility of blending the batter, and even then, it wasn't identical every time. Sometimes, we would find it needed a lot more effort and work to get it consistent, so consistency was one of the key reasons for having a bespoke batter made," explains Cos.

The result has been a custom formula that ticks numerous boxes, not least consistency. "All our preparation team can now just get on and make it, which relieves us from another job. The few times I'm not there, I know the product will be the same as if I were there. And because we can delegate more, it helps staff feel more valued. It gives them that extra bit of responsibility and shows that we trust them. It's also proved financially beneficial for us as we get a much higher yield than with our previous product."

With the delivery side of the business growing since taking on Just Eat, the new batter also meets another key demand: holding its crispness during transit. "We've invested in good packaging to keep moisture down, but there's a limit to how far that goes. With our bespoke batter, I've got more confidence that when it leaves, it's got every fighting chance of getting to the customer the same as if they ate it in the shop."

The development process with Ceres to create a bespoke product was smooth and straightforward, with Cos adding: "Stelios sent me numerous samples and said, 'Keep using it, you'll know when it's right.' We tweaked it a few times but didn't need to go back and forth too much. It was quite easy."

Customer response has been overwhelmingly positive, with customers expressing their love for the new batter. "It looks great - the colour, the texture - it helps sell because people eat with their eyes," says Cos. 

With Pisces reaching the top three in the Environmental & Sustainability category at this year's National Fish & Chip Awards, responsibility has long been a priority for Cos, and the new batter ticks that box, too. "One of our long-term goals was a low carbon footprint. The ingredients in our bespoke batter are all British; in fact, it's made four miles down the road from us. Even the packaging is made in the United Kingdom. It supports our local economy and farming, something we promote to our customers."

When it comes to re-ordering, the process has been made simple by Ceres, with Cos explaining: "Stelios monitors usage and gets in touch when we're close to needing more. If we need it sooner, we just give two weeks' notice. Because it's bespoke, it's freshly made to order, straight from the mill, packaged up, and it's here. It means we never question how or where it's been stored."

The success of the batter has opened new doors, with Pisces now looking at collaborations with other local eateries. "We're known famously regionally, and because our batter is now unique, we're looking at approaching local pubs and restaurants to collaborate with us," explains Cos. "We can say, 'Our product's famous, you could leverage this on your menus.' It's local businesses working together, and it generates revenue from what we already have."

Cos is full of praise for the relationship with Ceres, describing Stelios as innovative and genuinely supportive. "Because of Stelios's knowledge and experience, he saves you from doing all the research and development. You can just speak to him, he's very open, and he's not pushy, he genuinely wants the best for you. He wants your product to be the best it can be."