​Episode 175: From Sculpture Degrees to Fish Frying Masters

In this episode of the Ceres Podcast, host Mark Petrou sits down with James Ritchie and Bonny Layhe, the duo behind Simpsons Fish & Chips, winners of the coveted Fish & Chip Shop of the Year in 2016. Their story is not just about mastering the craft of frying fish but about rebranding a traditional industry to make it accessible to younger generations, all while navigating the complexities of running a family business.

James and Bonny, both sculpture graduates from Brighton University, didn’t initially plan on entering the fish and chip trade. However, after finishing their degrees, they were offered to take over a family-owned shop in Cheltenham. With little management experience and a fresh marriage, they dove headfirst into the business, using their creative backgrounds to rethink the customer experience.

Drawing from their artistic sensibilities, their unique approach made their shop stand out. Bonny describes how they brought bold design elements into the industry, using vibrant colours, creative logos, and even tattoo-inspired art to give the Simpsons a cool, modern edge. James’ branding skills, combined with Bonny’s deep-rooted knowledge of the fish and chip trade—passed down from her parents—created a recipe for success. They didn’t just want to be another local chippy; they aimed to compete with high-end food chains, drawing customers who wouldn’t usually visit a fish and chip shop.

Simpsons’ journey to winning the Fish & Chip Shop of the Year wasn’t immediate. They came second before finally clinching the top spot in 2016. Their secret? Obsessing over the small details. James mentions how they meticulously reviewed the competition criteria, ensuring they didn’t lose any points unnecessarily. For them, it wasn’t about gaining extra points but avoiding penalties in areas like food hygiene or kitchen processes.

Winning the competition brought them more than just a trophy—it transformed their business. The day after their victory, their shop’s turnover doubled, with lines of customers eager to try the best fish and chips in the UK. But success didn’t come without its challenges. As a young couple with small children, running a business of this calibre became all-consuming. They credit their team, including Bonny’s parents, for helping them manage the load, especially during the intense competition.

The conversation also touches on the changing landscape of the fish and chip industry. Bonny reflects on how they wanted to future-proof the brand by appealing to younger generations. This was no small feat in an industry often associated with an older demographic. Their vision was to make fish and chips trendy again, ensuring its relevance for future generations.

The brand’s focus on quality and innovation was a significant part of its success. Bonny and James weren’t afraid to push boundaries, even introducing gluten-free options long before it became a trend. Their efforts helped elevate the perception of fish and chips, showing that it could compete with other food types and chains.

In the latter part of the podcast, they discuss their experience of winning the competition. From the rigorous judging process to the emotional rollercoaster of hearing their name-called winners, it was a journey they would never forget. They talk about the overwhelming response from the industry, their staff, and the press after their win, including a memorable appearance on This Morning with a very hungover Philip Schofield and Holly Willoughby, which became one of the most-watched segments on YouTube.

James and Bonny’s candid reflections offer valuable insights into the highs and lows of running a fish and chip business. From rebranding and competition strategies to the personal sacrifices they made along the way, their story is inspiring and relatable for anyone in the food industry.

Listen to the episode on all major podcast platforms for the story and more behind-the-scenes details.