Billingsgate Wrap: Keeping the wheels turning
Posted by Emily on 18th Dec 2024
Despite arriving 20 minutes late to its Friday evening pitch due to cold weather delaying the van’s start, Billingsgate Wrap already has customers queuing for fish and chips. Even with an additional 20-minute wait for the first portions to come out of the fryer and near-freezing temperatures outside, people continue to wait patiently. It’s a testament to the quality of the food and the loyal following the van has earned. For owner George Williams, it’s all part of the challenges and rewards of running a street food business.
The Royal Arsenal site in Woolwich, southeast London, where Billingsgate Wrap pulls up for the evening is steeped in history. One of the biggest munitions factories during the war, it is now a vibrant area featuring residential flats, shops and businesses. It’s one of the van’s busiest locations, with other key pitches spread across London including a newly built urban development in nearby Greenwich. Building a reliable route for his two vans has been no small feat for George, but his dedication and adaptability have paid off.
George comments: “I’ve always had an eye for good plots. I would drive around, looking at places I thought would work. I was always the first one on all my plots. Now the street food market has grown so much there's always someone else there now too. It’s still a good living, but not as good as when I was the only one there!”
Even among the many new traders around him, fish and chips still holds its own. It’s something George attributes to its unique appeal. “You can’t replicate it at home,” he says. “You can make a decent pizza or curry at home, but good fish and chips - that’s different. People come back for that.”
George is no stranger to the ups and downs of running a business. His family once operated a busy ice cream parlour at one of London’s most sought-after locations - the London Eye. When the lease came to an end, George had to pivot - a turn of events that led him to the fish and chip trade. For the past 10 years, he has enjoyed the freedom and variety of running a mobile van. “It’s great because I’m not stuck in one place. With the van, it’s different days, different people, and you can always try new spots.”
Today, Billingsgate Wrap is a familiar sight at locations like Royal Arsenal, where it has developed a loyal customer base. “It’s not just about the fish and chips - it’s about the community,” he says. “During lockdown, people came just as much to chat as they did for the food. We’ve kept that sense of community alive.”
The menu has evolved to meet changing customer demands. It used to be just fish and chips, but now Billingsgate Wrap serves munch boxes, extra-large portions, seasonal specials and, for corporate events, strawberries and ice cream, too. “You have to give people options, especially on large complexes where they want variety,” explains George. “I don’t do chicken or pies, but we offer enough to keep customers coming back.”
With minimal space on the van and room for only two servers, George keeps everything as simple as he can, buying frozen at sea cod pre-cut, skinned and boned, using tinned mushy peas and instant gravy, and blanching chips before he sets off. “I’ve got blanching down to fine art now so I can do that quite quickly every morning,” he says. “It only takes me an hour; it used to take me ages. It saves time later on and ensures consistency.”
George is a long-time user of Ceres products, particularly the Natural Batter Mix, which he launched the business with. “I tried other batters when I ran out and didn’t have time to order, but they didn’t come close. With the Natural Batter Mix, there's no allergens in it which appeals to me - and it tastes the best as well.”
Cooking to order, George finds Ceres Natural Batter Mix suits the three pan frying range, explaining: “Our pans don’t get super hot as they do in a fish and chip shop, but the batter still comes out crispy. It performs well from the first fish we fry to the last, and the colour is perfect, even when the oil starts to darken.”
Every two to three months George will clean out the pans on his frying range with Ceres Deep Fryer Cleaner. “It’s the best cleaner I’ve tried and I’ve tried a lot,” he says. “It gets all the carbon off that sticks to the pans, but I also use it on the floor. That’s the only thing with the van, the grease gets everywhere, but this makes cleaning it so much easier.”
Ordering supplies online is hassle-free and cost-effective for George who used to buy from wholesalers before he discovered the Ceres online shop. “When my wholesaler put up the prices I switched to a different one, but I would have to go and collect my order which took too much time. Now I order online from Ceres, and it gets delivered directly to me. It’s so convenient.”