​Episode 14 - Fish & Chips Roundtable: Big Ideas for the Industry's Future

In episode 14 of the Ceres Podcast, Stelios brings together two powerhouse voices in the fish & chip industry: Mark Petrou, co-owner of Petrou Brothers, and Andrew Crook, President of the National Federation of Fish Friers (NFFF). This first-ever roundtable discussion delivers exactly what listeners love—honest conversations, industry expertise, and actionable insights.

The episode starts with Kevin Newey's question about reviving a national advertising fund to promote fish & chips. Mark passionately advocates shifting the focus from why things won't work to how they can. He suggests a grassroots social media approach, moving away from costly TV campaigns. "We don't need big budgets. Social media allows us to target effectively and measure our success," Mark explains. Andrew Crook builds on this, proposing a collective levy on industry essentials like the batter to fund such campaigns—a practical solution for challenging times.

One of the most engaging moments is the trio's debate on evolving customer habits. Mark outlines three generations of fish & chip lovers: the traditional queue-goers, phone-order loyalists, and the modern, app-using, door-knocking customers. "Success comes from catering to all three," he insists, highlighting how the industry must adapt to technological shifts, such as cashless payments and app-based orders. Andrew reinforces this point, advising shops to stay ahead by embracing tools that simplify ordering while retaining ownership of their customer base.

Mark offers brilliant advice for shop owners navigating price increases: "Focus on attracting more customers you already serve well." His suggestions include analyzing customer demographics and postcodes, bundling deals to increase perceived value, and elevating menu design. He argues that displaying prices shouldn't dominate the customer's decision-making process—selling the experience matters more. It's a simple yet profound shift in mindset.

The podcast also tackles big questions about sustainability and packaging. Andrew updates listeners on industry efforts to reduce plastics, acknowledging the challenges but stressing the need for collective responsibility. "We've always been leaders in sustainability. We just need to communicate it better," Mark adds, championing the idea of sharing these stories to build customer trust.

Of course, no roundtable would be complete without a bit of fun. When asked about the worst fad in the industry, Mark immediately points to "halloumi fries," quipping that frying cheese doesn't align with fish & chips' proud traditions. Meanwhile, Andrew aims for "munchie boxes," suggesting they cater more to social media trends than quality food.

This episode stands out because of its balance of practical advice, industry history, and forward-thinking ideas. Whether it's debates about vegan options, delivery services, or how to keep up with changing consumer habits, Stelios, Mark, and Andrew deliver a conversation that's as entertaining as it is enlightening.

If you're a fish & chip shop owner, afood industry professional, or a fan of thoughtful discussions about business and tradition, this episode is a must-listen. It's a reminder of the challenges the industry faces—but also of its resilience, creativity, and potential for growth.

Tune in now and get inspired. Subscribe to the Ceres Podcast to stay ahead of the curve and join the conversation shaping the future of fish & chips.