​Chipping Wharf: Redefining Simplicity in East London’s Fish & Chips

Sitting across the table from Mustafa Has, owner of Chipping Wharf in Bow, East London, there is an immense sense of relief coming from him as he looks around, finally able to feel proud of what he has created.

Just two years ago, this was an empty shop, but today it’s a cosy takeaway with black and white checkerboard flooring, wood panelling and an open kitchen that strike a charming village vibe despite its East End location. While there are only eight seats inside, the outside terrace, served through a convenient hatch, is a busy spot in the summer. It caters to thousands of visitors who take fish and chips to nearby Victoria Park - one of London’s most visited green spaces.

“I actually wish the place was bigger now,” says Mus, something he did not anticipate saying two years ago.

Having successfully run Cafe East just a few streets away - a spot so popular it draws queues every weekend - Mus felt he had outgrown it and was eager to take on a new challenge while adding something fresh to the area. When a shop became available on the street he grew up on, he seized the opportunity to create something unique for the neighbourhood.

“When I heard it was closed, there was some interest,” says Mus. “But the idea of a fish and chip shop wasn’t there at first - it was more about exploring the potential of what we could do with the space.”

The idea for a chippy only struck Mus after he joined one of his chefs from Cafe East to help out at his uncle’s fish and chip shop in Dalston. “It opened my eyes to how simple the dish was, and it intrigued me,” he explains. “For someone who likes simplifying things, it was like a dream. My skills have always been in developing traditional concepts, like Cafe East.”

Though he had no prior experience with fish and chips, Mus brought two key strengths to the table: a trained eye for design, thanks to a degree in graphic design, and a passion for simple food done exceptionally well.

“Initially, this project was about creating, not so much about running,” he admits. “But when I realised I had to manage this fish and chip shop, I knew I needed to be just as detailed and loving with the food as I was with the interior and the branding.”

Mus had the premises for a year while he gained experience working in fish and chip restaurants. He also travelled around taking in design concepts and eating fish and chips to narrow down what London was missing and what kind of chippy he wanted to run. It was during this time, that he came across Ceres.

“I was weeks away from making some important decisions,” he says. “I wanted Chipping Wharf to be about speciality fish and chips, and not commercial. And I soon discovered that Ceres, with its products, branding and packaging, along with the kinds of shops it was supplying, was perfect for me.”

Utilising a core range of Ceres products - its Natural Batter Mix, Curry Sauce, Rustic Breadcrumbs, and Fishcake Mix - the overarching theme for Mus has been simplicity. “Before I met Stelios, I was experimenting with a lot of different approaches,” he says. “But with his guidance, I’ve managed to simplify everything while still being unique. For instance, we blend the Pre-Dust Number 1 and Pre-Dust Number 2, which give great flavour while helping the batter stick.”

Some adjustments took more time for Mus to embrace, however. “The idea of a cluttered kitchen with too much going on wasn’t appealing. But once I settled in, I started making homemade fishcakes using the Ceres Fishcake Mix - it’s an ideal product because it’s so easy. Everything you need is in one mix. Their Rustic Breadcrumbs are fantastic too. Even their cleaning products have streamlined our processes, saving us from stocking a ton of different products. We’re using their Super Absorbent Cloths, which was new to me but makes a huge difference to the end product.”

Mus’s approach to curry sauce has also become a signature of the shop. “We use Ceres Curry Sauce as a base and blend it with some of our own ingredients and mixes to execute the exact curry sauce for this area. It's got a really nice kick, it's a bit spicy but it’s also a bit sweet. Our curry sauce is very special to our shop and it’s a very big seller.”

It was the smaller details that made a big impact too. He explains: “We use the Ceres I Love Fish & Chips stickers, it’s the little touches, you know, the packs of sweets Ceres sends with our orders. It's exactly what we do here with our customers. We always have a jar of sweets on the counter.”

It’s not just the products that have made a difference at Chipping Wharf - it’s the knowledge Mus has been able to tap into. Stelios has provided guidance every step of the way from blanching methods and timing to oil types, temperatures, and how the oil reacts under different conditions.

"There was a lot of consultancy going on, but I was never made to feel like I was calling too much or asking too many questions,” says Mus. "I felt really safe with Ceres.”

And still, now, Ceres is playing a key role in shaping Chipping Wharf’s direction as Mus discovers more shops using its products. “Ceres supports shops across the nation, all in different settings - some in towns or villages that feel small and cosy, others larger and more commercialised. That variety keeps me motivated because there’s always something new to discover.”

The result is a menu that stands out from other fish and chip shops. Skinless cod - a rarity in the area - is a signature item, with Mus cutting 32oz cod to achieve the exact shape he wants. The chips are sourced and prepped by a local vegetable supplier, ensuring consistent quality.

Fish and chips are priced at £13.50, served with a complimentary sample of its homemade tartare sauce and a wedge of lemon. Mus believes this price strikes the right balance for Chipping Wharf's diverse customer base, which includes a council estate on one side and modern apartments and offices on the other.

Mus explains: “Positioning ourselves was tricky. We didn’t want to be seen as an expensive fish and chip shop but, at the same time, you need to deliver a quality that sets you apart. It’s a fine balance. In the future, once we’ve earned the margins we believe we deserve, I think things will be even better. For now, it’s about creating a good impression and letting people try our food.”

Looking ahead, Mus feels optimistic about the future and believes meeting Ceres was a key turning point. “It’s such a relief to streamline things. Working with Ceres has given me the confidence to try things I wouldn’t have at the start, things that save us hours every day. It’s all about minimising the little inefficiencies so we can focus on expanding and growing.”

The future holds exciting possibilities, including a mobile fish and chip truck for events, catering for kids’ parties, and exploring other locations. “We want to grow, but it’s easier to grow when you focus on doing fewer things really well,” Mus explains. “There’s definitely the demand out there - I see plenty of fish and chip shops doing well. The key is delivering quality that people value because even in a tough market when things improve, I believe we’ll grow along with it.”

With trade growing each month, Mus is confident he made the right decision in opening a fish and chip shop here on Old Ford Road. If he is ever in doubt, he only needs to look back at the area’s history - Malins, which is believed to be the UK’s first fish and chip shop, opened just a few doors down on the same road in 1860. “When I learnt that, it was almost like a hidden message that this spot had to be a chippy,” concludes Mus.