Episode 204: How Yarm Road Fish & Chips Won Takeaway of the Year 2025
Posted by Emma on 5th Mar 2025 Reading Time:
How do you build a fish and chip shop worthy of a national title? That’s exactly what The Ceres Podcast host Mark Petrou and guest Will Burrell, owner of Yarm Road Fish & Chips, dive into in Episode 204. Burrell’s shop was crowned Takeaway of the Year at the National Fish & Chip Awards 2025, a title that cements its place as the UK’s best.
From Family Tradition to National Recognition
Will Burrell’s journey into fish and chips started young—his parents ran a shop for two decades before selling up. That early exposure shaped his work ethic, as he recalls helping out in the business from the age of five, making boxes and peeling potatoes. He briefly stepped away from the trade to study business management at university, but the pull of the industry was strong.
Burrell and his father spotted an empty unit in Darlington and had the same thought—“That would make a great chippy.” Eight years later, Yarm Road Fish & Chips is an award-winning business with a reputation for exceptional quality and customer experience.
Winning the National Title
Competing in the National Fish & Chip Awards wasn’t a decision they took lightly. After coming second the year before, Burrell and his team doubled down on every aspect of their operation—from sourcing top-quality ingredients to ensuring impeccable staff training and customer experience.
Even with years of preparation, winning still came as a shock. “To have our name read out first—you could have knocked me over with a feather,” Burrell recalls. He credits the win not just to the hard work of the past eight years, but to the 20+ years of dedication his family put into the trade.
Key Takeaways for Hospitality Business Owners
1. Prioritise Quality Over Trends
Yarm Road Fish & Chips keeps a traditional, tight menu. No pizza ovens, no kebabs—just exceptional fish and chips.While other takeaways expand into diverse offerings, Burrell believes in focusing on the core product and doing it to perfection.
2. Customer Experience is Everything
From the moment customers walk through the door, the experience is designed to be seamless. Staff wear smart, coordinated uniforms, cleanliness is non-negotiable, and the team is trained to engage with customers in a friendly, approachable way.
Regulars appreciate the consistency. Some return just for the conversation, highlighting the importance of a strong community connection in a local business.
3. Get Your Margins Right
Burrell breaks down how his shop manages to keep fish and chips at £10 while maintaining profitability:
• Bulk buying fish upfront to secure better pricing.
• Strict portion control—every fillet is precisely cut to 200g.
• Using all product efficiently, turning offcuts into best-selling items like cod bites.
“It’s about discipline,” he explains. “You see some shops slicing fish freehand—that’s never been an option for us.”
4. Invest in Your Team
Burrell doesn’t hire based purely on experience. Instead, he looks for attitude and personality, believing that skills can be taught, but work ethic and customer service instinct can’t. New hires start at the front of house before moving into frying roles, ensuring they fully understand the product and customer expectations.
“You just need good, honest, hardworking people who share your vision,” he says.
5. Entering Awards is About More Than Winning
Winning the Takeaway of the Year title had an immediate impact on business—trade increased overnight. But Burrell emphasises that the process itself is just as valuable.
“Even making the top 40 changes your business,” he says. “It forces you to tighten up operations, refine your processes, and really look at how you’re running things.”
The Future: A New Challenge Ahead
As if winning Takeaway of the Year wasn’t enough, Burrell has a packed year ahead—he’s opening a new restaurant, getting married, and expecting a baby.
“It’s all happening at once,” he laughs. “I feel like the rest of my life is going to seem pretty boring after this.”
Beyond personal milestones, he sees his new role as an ambassador for the fish and chip industry. He’s eager to support smaller shops, share knowledge, and advocate for businesses navigating rising costs and economic challenges.
Final Thoughts: Why You Should Listen
Episode 204 of The Ceres Podcast is a must-listen for business owners in the fish and chip trade and beyond. Burrell’s story is an inspiring reminder that passion, precision, and a customer-first approach can set you apart in any industry.
Whether you’re looking to improve your margins, strengthen your team, or simply be inspired by a success story, this episode delivers.
? Listen now and subscribe to The Ceres Podcast to stay ahead in the industry.