Episode 147 - How Charlie Collins Transformed Frydales
Posted by Emma on 2nd Mar 2024
The conversation between Stelios and Charlie Collins in this episode of the Ceres Podcast is a reflective and engaging dialogue about navigating the highs and lows of running a fish and chip business, particularly during and after the COVID-19 pandemic. Charlie, a former Young Fish Fryer of the Year, shares valuable lessons from his shops' challenges over the past few years, focusing on customer behaviour, pricing strategy, and operational efficiency.
Key takeaways from the conversation include how COVID-19 forced Charlie to rethink his business model. He initially raised prices and reduced portion sizes, which backfired as customers began to leave. Realising his mistake, Charlie pivoted by emphasising value for money, which helped regain and even grow his customer base. Through targeted offers such as half-price chips and kids' meals, he successfully increased footfall and turnover without sacrificing quality.
Both Stelios and Charlie discussed the broader trends in the industry, significantly how rising costs—such as the price of fish, potatoes, and energy—have influenced shop owners' decisions. Charlie's focus on volume over profit margins, driving efficiency in his kitchens, and working closely with suppliers to control costs helped his shops weather the storm. He also highlights the importance of keeping a close eye on customer expectations, understanding regional variations in portion sizes, and maintaining a flexible approach to menu offerings.
The conversation touches on critical business practices like monitoring GP (gross profit), adjusting to rising costs, and the impact of delivery aggregators like Uber Eats and Just Eat. By optimising operations and offering more attractive deals, Charlie transformed his business while facing the pressure of wage increases and fluctuating commodity prices.
This episode is a must-listen for anyone in the hospitality industry, mainly fish and chip shop owners, as it offers a detailed and honest look at the realities of running a successful takeaway business in challenging times.