Captain Thornton’s Big Catch

James Thornton, owner of Captain Thornton’s in Leeds, says he’s “blown away” after winning a full pallet of Ceres Yorkshire Batter Mix in a recent competition — a prize he says comes at the perfect time as he juggles rising costs with a slowdown in trade.

“It’s an incredible prize,” said James, who won the batter in our June competition. “I’m blown away with it, especially when Stelios asked me when I wanted it all. I thought he was talking about my regular pallet, which is 20 bags, and he said, ‘No, it’s 60!’”

The win comes as Captain Thornton’s enters the school holidays, traditionally a quieter period for the business. “We’re not in a tourist spot, so school holidays tend to be a bit flatter for us,” James explained. “We’ve already noticed trade drop off this week, so it’s come at a really nice time to help us through the six-week break. I can’t thank Ceres enough.”

James, who has two shops, plans to split the 60 bags of batter between both locations over two deliveries. While the prize provides welcome relief from soaring ingredient costs — particularly the price of haddock — James is also considering extending promotions into September to make the most of his win.

“We do offers regularly anyway, so we might extend something into September when trade picks back up and give something back to customers,” he said.

James has used Ceres Yorkshire Batter Mix since opening his first shop 11 years ago and says he has no plans to change.

“The Yorkshire Batter Mix has always been a light and crispy batter, but it’s the taste too. I’ve used it from day one because once you get that flavour, especially combined with the oil or fat you’re frying in, it’s hard to change,” he said. “The batter is so fundamental to the product.”

With rising costs and increased competition in the industry, James says standing still isn’t an option. He’s regularly trialling new ideas to attract customers without straying too far from the core fish and chip offering.

“At the moment, we’re looking at loaded fries with different toppings, and come September, we’re planning to introduce fish tacos,” he said. “People want variety, and tacos are a bit more vibrant, you can dress them up with sauces.”

Last year, a fish burger special proved popular, and while it is not a permanent menu item, James says that seasonal options help keep the menu exciting, particularly for younger customers.

“The young demographic in Leeds is quite high, so it’s good to try and tap into a different market.”

With the cost-of-living crisis still affecting household budgets, James says customers are seeking value, and chippies need to respond. “People need value in challenging times and they are looking for that now more than ever,” he said. “Even if you’re the best around, the competition is so high in this sector. We offer small fish and chips with a side and a can at lunchtime for £7.55 and they’re flying out. And we do family deals in the evening that save customers about £4.”

James believes that while inflation is real, people still have money, but they’re just being more selective about how they spend it.

“You’ve got to stay fresh and keep moving forward,” he added. “People are still going on holiday, still getting wage increases, they’re just being more careful. Years ago, you could get away with never doing an offer. You could survive by turning out good fish and chips, but that’s not good enough anymore. People are looking for deals and more of a saving. Ten years ago, I didn’t sell a small fish; now it’s flying out!”